Ashley Gould

Ashley is a Consultant in Public Health, and Programme Director of the Unit. He is responsible for the strategic leadership and co-ordination of the Unit’s work, providing specialist policy, technical and ad-hoc support and developing capability and system capacity in using behavioural science to improve health and well-being. He is Co-Chair of the Risk Communication and Behavioural Insights Sub Group of the Welsh Government COVID-19 Technical Advisory Group, and has been a member of the group through acute response to the pandemic. Previously Ashley led the Wales tobacco control system, that delivered five years of consecutive growth in the proportion of smokers choosing to quit with NHS support – attained in part through behaviourally-informed campaigning and systems improvement. Outside of work, he’s got four children….lives in Beacons National Park, and coaches age-grade rugby.