Healthy Foundations Segmentation Profiles: WHY do people engage in Multiple Unhealthy Behaviours in Kirklees ? At the end of this presentation we will have: • Briefly examined the prevalence and trends in multiple unhealthy behaviours in Kirklees. • Described the Healthy Foundations (HF) model and examined the link between multiple unhealthy behaviours, HF segment profiles and the wider determinants of health. • Suggested approaches to improving multiple unhealthy behaviours underpinned by the HF approach. • Discussed issues linked to the measurement & analyses of multiple behaviours and outlines future considerations.
Prevalence of multiple lifestyle unhealthy behaviours in Kirklees (2012) within IMD quintile 100% 4 unhealthy 90% behaviours 80% 3 unhealthy 70% behaviours 60% 2 unhealthy 50% behaviours 40% 1 unhealthy 30% behaviour 20% 10% 0 unhealthy behaviours 0% IMD Quintile 1 Quintile 2 Quintile 3 Quintile 4 Quintile 5 (least (most deprived) deprived) Trends: • The proportion of the population engaging in 3 or more multiple unhealthy behaviours between 2005, 2008 and 2012 was (21%), (16%) and (20%) respectively ; • those with 0 unhealthy behaviours increased significantly between 2005 - 2012 (9 -16%) and this trend was more evident in the least deprived IMD quintiles.
Healthy Foundation Segments: Health Conscious Unconfident Health Conscious Unconfident Realists Fatalists Realists Fatalists 26% 18% 21% 27% National Kirklees Hedonistic Balanced Hedonistic Balanced Immortals Compensators Immortals Compensators 19% 17% 11% 15% Live for Todays Live for Todays 25% 20% A local Life stage and our environment are A big asset? challenge? the other 2 of the 3 core dimensions of the HF model. Fighters fit well Fighters with ABCD Thrivers 4 sub-segments/ quadrants in approach, health national HF study which describe how Survivors we respond to our circumstances…. trainers and Disengaged health champions
Approaches to behaviour change underpinned by HF motivation segment profiles Hedonistic Live For Health Conscious Balanced Unconfident Immortals Today Realists Compensators Fatalists Approach Approach Approach Approach Approach Present change as ‘Sell’ positive links Ongoing monitoring Non-prescriptive Encouragement to worthwhile between health and their Mentoring approach maintain positive Support/handhold/ lifestyle. Evaluation ‘Maintain wellness’ behaviour Take small steps Hands-on or practical rather than prevent Raise awareness that Tackle mental health Format approaches Illness risky behaviour may issues. Primary care not be compensated Multiple health issues Format setting preferred . for understood. Individual Coordinated approach to Format support to empower and Format multiple issues BUT Format set goals that included Coordinated approach to considering each issue Multiple health issues Multiple health issues celebration and multiple issues BUT in a staged way approach, non medical understood but don’t enjoyment considering each issue bundle together if not Each single issue Facilitative approach in a staged way relevant delivered in a structured building on existing Communication format positive attitudes and Sign-posting of Government/NHS behaviour. individual support for Communication Communication branding lifestyle interventions NHS branding Government/NHS Communications in non medical setting Peer testimonials branding around physical Communication ‘people like us can Believe GP best source Communication Appearance or Government/NHS change’. of health advice Government/NHS messages that stress branding not Peer testimonials branding not the pleasure of healthy appropriate and Engagement ‘people like us can appropriate and behaviour. needs to be local Face to face through change’ needs to be local. Informal sources of info Individual choice to trusted channels Info on current risk, Clear signs and about health and respond to info and set supported by a information as lifestyle. goals as a result . Plan segment will respond once Engagement Engagement Engagement aware of availability Already engaged with Prefer multiple Need to go to them, health so prefer Engagement channels/influencers wont shop around for facilitation approaches info and advice. Prefer to search for own info Friends viewed as positive influencers
Future Considerations •Consensus on measurement of individual behaviours (Diet/PA/Alcohol/Smoking) •Differentiate between multiple and clustered behaviours ‘clustering exists when the observed combination of lifestyle risk factors exceeds the expected prevalence of the combination’* •Building evidence base •Sharing best practice from an analyses and practice perspective (forum/webpage?) Better understanding of the WHO and the WHY – now need to understand the HOW to change these behaviours. * Poortinga, W (2007) The prevalence and clustering of four major lifestyle risk factors in an English adult population. Preventative Medicine 44; 124 - 128
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