We are behavioural
designers

If behaviour connects us, it can be what protects us.

We humans are a complex bunch. Fickle. Erratic. Contradictory. Emotional. Some call these obstacles. At Common Thread, we call them catalysts. And once they’re understood, a few small, careful nudges can move people to positive change. From disease to inequality to climate change. Universal and interconnected problems need solutions that reflect the social and cultural complexity that we all live in.

What We Do


Research Design

We bring the best of applied behavioural science, design thinking and anthropology to original and secondary research.

Experience Design

Through workshops, trainings, services and solutions, we seek to elevate the moments that matter with and for our clients.

Strategy Design

Practical, evidence based and optimised to consider the entire ecosystem of human behaviour.

Storytelling

Context, not content. We support people to explain and reveal their challenges in their own words, to add a human face to graphs and data points. Stories matter.

Our Approach


We listen to all voices and perspectives

Every perspective deserves to be heard so we seek out all voices that play a role in behaviour change. Policymakers and providers, advocates and obstructers, the refusers and early adopters.

We understand the drivers of behavioural change

Uncovering the insights that prove to be the real levers of change. That’s our focus. When we reveal and leverage the motivators of human behaviour, better health is possible.

We unite global science with local context

Our approach fuses the best of design, behavioural science, marketing, public health and anthropology, while amplifying local voices and promoting community solutions.

We design human-centred solutions

We design with people, not for them. From insights, we design and prototype solutions. We test, modify, and start again until they are solving the problems we set out to tackle together.

Our Story

Behavioural design has come a long way.

Common Thread was born out of frustration. Sherine and Mike met while trying to eliminate Polio from Pakistan and immediately bonded over the need to put people, and their actual needs and context at the centre of public health. Five years, a few outbreaks, the births of four children, and a few dozen countries later, we made the leap. Driven by a desire to do great work, with great people, today Common Thread is an emerging leader in behavioral science for global public health. We count the world’s most important organizations as partners, clients and friends.

We want to know what moves you.

Our Team


9:07 pm

Sherine Guirguis

Director

Bucharest, Romania

SHERINE GUIRGUIS is our Director and lead strategist. Sherine looks for the people behind the data. She’s been creating powerful narratives with data for 20 years, from leading large-scale behaviour change strategies to responding to the Indian Ocean Tsunami, ridding the world of polio, and responding to West Africa’s Ebola outbreak. Working with thousands of local women to eliminate Polio from India in 2011 sparked her passion to help understand and improve gender dynamics in public health. Sherine has held senior behaviour change positions with UNICEF and is widely published in public health and social and behaviour change. 

Sherine has a MSc in Public Health from the London School of Hygiene and Tropical Medicine and a MA in International Development and Economics from Johns Hopkins University. She is a guest lecturer at New York University’s (NYU’s) School of Global Public Health and sits on a number of Technical Advisory Groups, including for the Global Polio Eradication Initiative and PATH. Sherine speaks Arabic, and loves good food and beautiful design in all its forms. She is a  mom to busy twin toddlers, and hopes to one day reclaim her hobbies, which include horseback riding and diving. Sherine lives in Romania.

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7:07 pm

Michael Coleman

Director

Dublin, Ireland

MICHAEL COLEMAN is our Director and lead storyteller. Finding and creating space for community voices gets Mike going. He’s always been connecting people and information, from his senior communications posts with UN agencies in Angola, Pakistan, and Viet Nam, to social development, documentary production and journalism in Honduras, Sri Lanka, Canada and Poland. Years spent working to eradicate polio – and being part of the team that managed the attacks on health workers in Pakistan – taught him to waste no time getting to the root of a problem.

Michael is part of a USAID and Gates initiated Community of Practice called Design for Health. Michael has facilitated Design for Health sessions, and has studied Service Design with Marc Stickdorn, a global leader in the field, Michael has a MA in Political Communications from Goldsmiths at the University of London. He has been a guest lecturer at NYU’s School of Global Public Health and a lead trainer for the US Center for Disease Control’s STOP Polio Programme. He is based in Ireland and speaks intermediate French and Spanish.

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8:07 pm

Priscille De La Tour

People and Project Manager

Paris, France

Priscille helps us grow, as people and as a company.  Skilled in health policy design and vaccination campaign implementation, Priscille brings this unique mix of strategy and nuts-and-bolts implementation to her role at Common Thread. Priscille helps shape Common Thread’s team, company culture, and  business development . 

Before joining Common thread, Priscille worked with Sanofi Pasteur in France and Brazil, the International planned parenthood federation in London and Goodyear in China.

Priscille has lived and worked in France, Brazil, UK, China, Singapore, Ireland, the United States and Japan. She holds a postgraduate degree in International Health Policy from the London School of Economics and a Bachelor’s Degree in Business and Development from Dublin City University. She speaks French, Spanish and Portuguese. 

In her spare time Priscille likes to practice outdoor sports like horse-riding, kite surfing, skiing and hiking but she also loves to unwind and grab a drink with friends.

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9:07 pm

Katrina Varlamova

Graphic Designer

Moscow, Russia

Katrina brings our ideas to life. With over 12 years of international experience  directing art projects, creating brands, and designing artwork, Katrina is part of Common Thread’s growing design team. 

Katrina is a believer in form and function and loves to combine logic and design. She is a big fan of empty spaces and good contrast and brings this style to Common Thread. She has a Master’s degree in Roman-German Philology* from Lomonosov Moscow State University and studied Visual Communications at the British Higher School of Design and Art in Moscow. 

In her spare time Katrina loves drawing people, on canvas or digitally, and is working on her own series of illustrations. She loves curling up with a good book of fiction and a glass of wine.

*Philology is the study of language in oral and literary history.

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8:07 pm

Lydia Trupe

Behavioural Scientist

Lusaka, Zambia

Lydia loves asking why. Whether buried in dataset or chatting with a couple about their children’s health, Lydia is constantly trying to understand how context shapes people’s. decisions. An epidemiologist by training and behavioural designer by nature, she has spent most of her career designing and evaluating health programmes in sub-Saharan Africa. After receiving her Master’s in Public Health at the University of Cape Town, Lydia worked with ideas42, designing reproductive health programming in Senegal, studying intimate partner violence prevention strategies in India, and understanding how to build empathy between health providers and their clients in Zambia.

Lydia is also an honorary lecturer at the University of Zambia School of Public Health. Otherwise you can find her outdoors—tending her (slowly) budding vegetable garden, trying not to be thrown off her horses, or deftly avoiding crocodiles on the Zambezi river.

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7:07 pm

Felicity Pocklington

Account and Research Manager

London, UK

Felicity keeps us focused on people. With a background in public health, health systems strengthening, and community engagement, Felicity makes sure we are asking ourselves, communities, and clients the right questions for creative solutions. 

Felicity oversees research and accounts at Common Thread, and brings a people-centered approach to both. Before joining Common Thread, Felicity worked for Cambridge Economic Policy Associates, the WHO in Geneva and the Philippines, UNICEF in South Asia (Bangladesh, Nepal and Sri Lanka), and for national and sub-national governments, and donors. 

Felicity has lived and worked in South Africa, the Philippines, the UK, Switzerland, Bangladesh, China, Colombia, Ghana, and many more countries. She holds a Postgraduate Degree in Public Health from the University of York and a Bachelor’s Degree in Anthropology and Development Studies from the University of Sussex. Felicity is based in the UK.

In her spare time she is a wanderer – loving mountain climbing or any excuse to escape London’s high rises. She paints and loves her Collie dog back in Yorkshire. 

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8:07 pm

Amel Benzerga

Behaviour Change Associate and Researcher

Paris, France

Amel brings behavioural insights to Common Thread. With training in Psychology, Language Sciences, and Public Policy, Amel gets right to the heart of understanding people’s behaviour. Amel is driven by a motivation to design health policies that can truly improve people’s lives.

Amel has lived in Madagascar, South Africa, eSwatini, France, England and the US. Her favorite project? Working with Novo Media to test the influence of a virtual reality film to reduce prejudice in Bangui, Central African Republic.

When she’s not working, Amel is busy making pottery, seeing films, and people-watching from Parisian terraces, where she currently lives.

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2:07 pm

Pauline Kabitsis

Behavioural Scientist

Ottawa, Canada

Pauline lives in the irrational. Our behavioural scientist, Pauline thrives when she’s developing solutions at the intersection of behavioural science and health. She has worked on several innovative health programmes including a specialist telemedicine programme for older adults, a support programme for end-stage renal disease patients in the US and demand creation for immunization. 

For Pauline, the single most significant opportunity to improve health outcomes is to understand human behaviour. Her passion for behavioural insights led her to initiate and develop BEworks’ health practice and be a featured speaker at Mayo Clinic’s Transform 2019 Conference. Pauline has a Masters in Public Health from McMaster University in Canada. 

Pauline is based in Canada. She is a ballet dancer, self-proclaimed foodie and household sous-chef.

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7:07 pm

Gael Welstead

Human Centred Design Lead

Dublin, Ireland

Gael brings clarity. The relationship between people, design and the interconnectivity of the systems that make the world go round give Gael energy. She has worked in design, research and strategy for commercial and social projects but is most driven when people are put at the heart of the solution. 

Before joining Common Thread her work was centred on community engagement in urban design; mapping urban ecology, investigating service accessibility and putting local voices in the development process. She is excited to apply design thinking to global public health.

One of her proudest achievements is climbing Kilimanjaro. Originally from Scotland, she currently resides in Dublin where she enjoys cycling, reading and trying to grow herbs in her tiny garden.

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1:07 pm

Regina Madanguit

Communicator and Storyteller

Chicago, USA

Our storyteller. Regina helps us tell the story of people’s lives, and why they do the things they do.  She translates complex scientific jargon into digestible and engaging language for targeted audiences. She fosters our Company Value to ‘be simple’, making our work actionable, easy-to-use and understandable. Regina spent the last four years studying people and places at the University of California, Berkeley, emerging with Bachelor’s degrees in Environmental Design & American Social and Cultural Landscapes. She uses words, media, and design to tell powerful narratives. She is an amateur chess player and avid collector of street furniture.

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11:07 am

Jim O’Neill

Creative Director

Vancouver, Canada

Jim makes us look good. He blends experience in a wide cross-section of design – from print and UX & UI visual design to 2D animations, illustration and photography – with an extensive history of working with NGOs and international development and environmental agencies. He has a Diploma of Arts (Graphic Arts) from RMIT University and a Bachelor of Arts (Public Relations) from Deakin University. In his spare time, Jim pretends he’s a folk musician, and wears plaid shirts. He also likes dragging a stupidly heavy camera up mountains, and swimming underwater as often as possible.

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Associates

Jayshree Bagaria

Associate

London, UK

Jay knows public health. A medical doctor with a background in infectious diseases, Jay has worked in international public health for more than 15 years, from South Sudan, Cote d’Ivoire and Sierra Leone to megacities in India. Jay has a deep understanding of the public health multilateral system and was the technical lead for the UK government investments in the Global Fund to fight HIV, TB and malaria. 

In her spare time Jay likes to pretend she is a writer although most ideas seem to sound way better in her head than they do on paper. She also loves to swim and is learning to appreciate the joys of cold water swimming… brrr!

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Ali Osserein

Associate

Beirut, Lebanon

Ali understands choices. Particularly, how people make them. A behavioral scientist and economist with a decade of experience, he’s passionate about investigating people’s behavior and decision-making in contexts of scarcity. 

After completing a PhD in Behavioral Science at Warwick Business School, Ali helped establish the first non-governmental “nudge” unit in the Arab region. A former VP at Nudge Lebanon, Ali helped many institutions apply behavioral insights to their policy challenges, including UNICEF, UNDP, ESCWA, Save the Children, USAID and the Westminster Foundation for Democracy. At Nudge, he helped promote a culture of experimentation and evidence-based policymaking in the Arab region –  training and upskilling several public and private organizations in behavioral science, nudging and impact evaluation.

In his spare time, Ali loves to hike, scuba dive, cook and take care of his garden.

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Primrose Adjepong

Associate

Geneva, Switzerland

Primrose is a solution builder. She has over seven years of experience designing solutions to various challenges across the policy spectrum using a variety of tools and approaches. First, as the co-founder of an education design firm based in Ghana working with local governments, schools, banks and hospitals to design and execute various educational initiatives. And secondly, as a behavioural scientist with a beirut-based NGO working with local communities to increase access to education, health services and water, as well as developing programmes to improve good governance. In between these two roles, she has also worked with communities in Senegal and Gambia to eradicate female genital mutilation, and with refugee communities in Hong Kong to increase their access to emotional support. What’s common in all these experiences is a genuine curiosity about people’s experiences, needs and desires, and what that could mean for effective solutions at scale. 

In her spare time, Primrose can be found colouring intricate floral illustrations . She also enjoys psyching herself up to go skiing and then regretting it once at the top of the mountain.

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Ali Sohail

Associate

Islamabad, Pakistan

Ali keeps us on track. Over 11 years, Ali has led 30 qualitative and quantitative studies and monitored systems and work in health, agriculture, education, skills development, energy and financial services sectors. Ali’s focus on research, monitoring, project management and private sector development has contributed to organisations such as UNICEF, UNDP, Jhpiego, MSI and Cardno, as well as projects funded by development agencies like USAID, DFAT, WHH and BMGF. In addition, Ali is an avid sportsman, a trained socio-economic development expert and filmmaker, with success as a radio jockey, stage actor and financial economist, all reflective of the diversity in thought and skills he brings to the team. 

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Gemma Ferguson

Associate

Ottawa, Canada

Gemma unearths community voices. Linking media with community mobilisation, Gemma makes sure every person’s story empowers others. With over 14 years’ experience in radio production and communications for development, Gemma has launched impactful projects across Asia and Africa. She has written Social Behaviour Change Communication programming manuals and developed a curriculum to shift social norms related to interpersonal violence among couples in Nepal. 

In her spare time Gemma dreams about a life where she actually has spare time. In reality she spends any time not working running after her 3 children, whilst honing her negotiation, mediation and imaginative play skills!

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Martin Balaba

Associate

Entebbe, Uganda

Martin connects us. To public health, to big data, and to the service needs of communities. A medical doctor, health innovation enthusiast, and entrepreneur with unwavering passion and enthusiasm to work on healthcare solutions that set new trends and disrupt the status quo, Martin has over five years of experience using digital health and mobile technology platforms to build feasible solutions that address barriers to accessing equitable and inclusive health care.

Martin has spent most of his career working on HIV/AIDS, at the crossroads of artificial intelligence, drones, big data, block chain and service design – with the ultimate goal of ensuring people get access to HIV drugs at the right time, no matter where they are.

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Dan Poniachik

Associate

Santiago, Chile

Dan designs beyond nudges. He is passionate about human behavior and behavior change for good, understanding not only the what and the how, but mainly the why’s that drive our behavior.

He is an international development professional with 10 years of experience in the Global South, mostly in Latin America and the MENA region. He holds an MPA in Development from the School of International and Public Affairs at Columbia University, and a BA in Economics from the University of Chile.

Dan has worked with ideas42, CollaborateUp, Bloomberg Philanthropies Mayors’ Challenge, The Center for Strategic and International Studies, Open Government Partnership Local, and The Earth Institute, in a wide array of projects involving behavior change, innovation and social impact; in the fields of financial inclusion and economic empowerment, democracy and governance, climate change, and mental health.

In his spare time, Dan goes on long bike rides in nature, rewatches Chef’s Table, and agonizes if hasn’t read Sunday’s newspaper properly.

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Elizabeth Long

Associate

New York, USA

Elizabeth understands behaviour. Elizabeth is a behavioural designer with a focus in global health and development. Her areas of expertise are gender based violence, impact evaluation, education, and economic development. She uses behavioural science, participatory/human-centred design, and data analysis to co-design and improve products and programs based on how people really think and act. She has lived or worked on six continents and holds degrees from Johns Hopkins University, University of San Francisco, and University of California, Davis. She has worked with UNICEF, WHO, Busara Center for Behavioral Economics, Abt Associates, ideas42, Harvard University School of Public Health, and USAID. She is the Founder and a Behavioural Designer of DTA Innovation.

In her spare time, she watches too many football matches and plots ways to become the future Chelsea FC manager.

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Jon Bugge

Associate

Phnom Penh, Cambodia

Jon seeks community participation.  Jon has focused his career on harnessing communications to help marginalised and vulnerable people. He has seen the positive impact that communication and community engagement can have to help people reduce their risks and promote positive behaviours. He is passionate about ensuring that the people caught up in crises have accurate information to make informed choices, that they are listened to, and that their voices and opinions influence the assistance they receive. 

Jon has worked in over 15 countries over the last 18 years, specialising in South East Asia. Jon is an experienced facilitator and trainer. He’s worked with some of the world’s largest humanitarian organisations to improve how they engage with communities, enhance their accountability and increase programme impact. Most recently he has worked with UN agencies in Myanmar, Bangladesh, Syria and Turkey. Jon has published programme guides on disaster risk reduction and rumour management in humanitarian settings. Jon is a trained chef, who ran a successful pop-up restaurant in south London’s vibrant restaurant scene. He is currently based between Cambodia and Portugal.

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Our Partners

We bring a network of world-class expertise from a range of disciplines to serve our clients and to bring a multi-dimensional perspective to everything we do.

MATTER GROUP
Italy

Co-creation and Facilitation

MATTER GROUP

Matter Group helps people work better together. Their global network of facilitators combine design thinking, visual communication, network science, and collaborative decision-making tools and techniques. With Matter Group, we can help teams make connections, design creative solutions, and build collective action towards change.

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Harvard Opinion Research Programme (HORP)
USA

Behavioral Science

Harvard Opinion Research Programme (HORP)

Harvard Opinion Research Program assesses people’s attitudes to public health issues. They have designed and led over 300 public opinion surveys on health and social policy in nearly 30 countries. Common Thread and HORP join forces to design rigorous, academic-quality research tools that lead to action in the field.

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Babes Bolyai University, Department of Public Health
Romania

Public Health

Babes Bolyai University, Department of Public Health

Located in Cluj, Babes-Bolyai is the largest and highest ranked University in Romania. The Department of Public Health (C-DPH) is an innovative research- focused program with a long and recognized track record in public health. It brings an interdisciplinary approach on Public Health tackling five major fields: Health Policy and Management, Social and Behavioral Health, Epidemiology, Statistics, and Environmental Health.

Their talented group of young researchers and practitioners  have extensive regional and international experience in public health, quantitative and qualitative research, and motivational interviewing techniques.

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Anthrologica
UK

Anthropology

Anthrologica

Anthrologica embeds anthropology into global health to conduct people-focused research. Our collaborations with Anthrologica engage the participation of the very people in resource-scarce and emergency settings that health policies are meant to serve.

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Georgetown University’s Center for Global Health and Security
USA

Public Health

Georgetown University’s Center for Global Health and Security

The Center for Global Health Science and Security at Georgetown University helps decision makers around the world build long-lasting skills to prevent, detect, and respond to public health emergencies. Their rigorous public health research helps us develop strategies that lead to achievable and effective actions in the field.

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The Busara Center for Behavioral Economics
Kenya

Behavioral Science

The Busara Center for Behavioral Economics

The Busara Center for Behavioral Economics is dedicated to understanding human decision making using rigorous behavioral insights data. They help governments and organizations collect, interpret, apply and scale-up this knowledge. Together, we find innovative social and behavior change solutions based on cutting edge behavioral science. 

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GRID Impact
USA

Human Centered Design

GRID Impact

A global research, innovation and design collective, GRID specializes in behavioral and  human centered design (HCD) approaches to policy, program and product challenges. Our partnership with GRID allows us to leverage HCD approaches and creative problem solving to take on the toughest social and behavioral challenges.

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Riley Group Inc.
USA

Human Centered Design

Riley Group Inc.

Riley Group dives into understanding what matters most to customers, and helps design tailored consumer experience journeys that move people and motivate them to return. With Riley Group as a part of our team, we learn about CX design, management and measurement – and how to apply this art form to design more effective, enjoyable user-centered health services.

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McCann Global Health
USA

Marketing

McCann Global Health

McCann Global Health’s marketing and communications expertise help drive demand for healthy behaviours, products and services around the world. The McCann Health family spans 35 countries, with extensive reach and presence in both sub-Saharan Africa and Asia. Our partnership with these passionate communications professionals allows us to offer a cohesive, strategic approach to communication. 

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We Create Content
Viet Nam

Marketing

We Create Content

Hanoi-based content marketing agency We Create Content brings the perfect mix of international communications expertise, design excellence and local knowledge to clients across Asia. Their bespoke analytics, concepts, production and distribution help us tell real stories that make an impact.

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Yummy Colours
USA

Branding and Design

Yummy Colours

The design studio YummyColours defines objectives, approaches them strategically, targets the best idea, and identifies the right medium to tell each story creatively. Together with YummyColours, we tell the story the best way it can be told.

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We are always on the lookout for partners who can bring depth and new ideas to our work. Want to work with us?

Let’s Connect ›

Our Clients


No cookie cutters here. We build custom tools and solutions for each project.

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We can do great things together.