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Baby steps to behaviour change

With a mission of inspiring healthy decisions, changing people’s behaviour for the better is our modus operandi at Pegasus. Positive, healthy outcomes are ultimately how we measure the success of our campaigns. But there are some life events that affect our behaviour in ways we can’t always imagine or predict, and having a new baby is certainly one of them. With three new dads at Pegasus, we thought we’d find out what they’ve intentionally changed since becoming fathers, and what new behaviours may have taken them by surprise.


What’s the most significant change to your behaviour since your new baby arrived?

Ian Ray, Head of Editorial: It’s a pretty obvious one, but I’ve had to be much more philosophical about the fact that a double buggy is likely to be driven through our best-laid plans. I’m a compulsive list-maker who feels safe when my time is structured and set, and young children necessarily make everything much more freestyle. I try to tell myself it’s good for me…but it’s through gritted teeth.

Rich Tipple, Video Production Manager: Bedtime! I used to be pretty happy turning in late. But now getting my daughter into a routine (bath, bottle, bed!) is really important. If she doesn’t sleep, nor do we, so an early night is essential.

Ashley Whiting, Lead Developer: Drinking less!


What behaviour change were you determined to make, but hasn’t happened?

IR: I didn’t really have one to be honest. Maybe I should have!

RT: I was determined to still find myself at the football on a Saturday afternoon – no chance. Looking back, it was naïve of me to think I could manage it.

AH: Becoming slightly more active


Have you noticed any changes in your behaviour that have taken you by surprise?

IR: I was surprised by the speed with which we became ‘parents’ in the eyes of others and found ourselves attending kiddie-related events, while the offers of a swift pint dried up. It’s entirely natural and all very positive of course, but it happened surprisingly quickly.

RT: Not really. I think I was expecting the unexpected. My lifestyle hasn’t needed to change too much. I think it’s always going to be a big change, but you can do lots before the baby arrives to get into a good rhythm.

AH: I can survive on very little sleep. 


What behaviour in your son or daughter are you determined to change first?

IR: I very much wish my daughter could share in her parents’ love of sleep. I know she would love it if she only tried it.

RT: It would be lovely if she slept.

AH: Being able to sleep on his own.

is an ex-journalist who uses his writing and media relations skills to help grow our Animal Health division.