David Cameron's "nudge unit" is at the heart of the coalition's thinking on public health reform.
The Behavioural Insight Team, as it is formally called, got into full swing at the end of last month when behavioural economics expert Dr David Halpern returned to No 10 and the Cabinet Office to lead the unit's work on "big society" and wellbeing.
Its first area of focus will be the problems of obesity, diet and alcohol, working alongside the health secretary's Responsibility Deal Behaviour Change group.
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