Develop a tool for use within the NHS to calculate the value of behavioural change projects To standardise what costs should be included and what impacts should be evaluated To be delivered with NICE, LSE and other organisations – monitored by an advisory committee To be launched March 2011 64
To be the centre of excellence for social marketing To be the strategic adviser to government and national organisations To establish and maintain standards within social marketing 65
The NSMC’s proposed strategic aims? Is there a need for a national body like the NSMC? Social marketing or behaviour change – what language should we use? 66
Please contact Claire Pickett on 020 7799 1952 for future enquiries 67
Drink a little less. See a better you. A Cheshire & Merseyside social marketing campaign targeting men and alcohol use Tracey Lambert, Social Marketing & Communications Manager
Alcohol in Cheshire & Merseyside Most areas in Cheshire & Merseyside are well above the England average for alcohol harm Cheshire & Merseyside hospitals admit 8,000 men per year with conditions linked to alcohol NI 39 – PCT target to reduce hospital admissions relating to alcohol Higher numbers of men rather than women presenting at hospital with alcohol related conditions Men less likely to visit their GP
Social Outcome To create, develop and deliver a social marketing programme that will reduce alcohol harm amongst the target audience.
Target Audience Men aged 35 – 55 years old Routine and manual workers – Ties of community Mosaic segment Mostly drinking beer in pubs and social clubs High numbers drinking to hazardous levels across Cheshire & Merseyside Majority at pre-contemplation stage Preventative campaign required to support local work of PCT’s * Source: NWPHO Source: Prochaska and DiClemente
Research – 3 stages NWPHO segmentation report – profiling hazardous and harmful drinkers across Cheshire & Merseyside Insight work by Corporate Culture with target audience, men, 35 – 55, pub drinkers, drinking beer to hazardous and harmful levels Further research was conducted with the pub industry, landlords and the target audience to inform the intervention and creative development.
What did we find out? Key Motivators Need to belong to their community What others do (social norm) Benefits to me (stress relief, escape, reward) Pub is an important support mechanism
The campaign Piloted initially with Robinsons brewery in Macclesfield Health checks in pubs plus a “wind down” promotion (swap a drink at the end of the night) from Monday to Thursday Awareness raising through washroom media and promotional posters in pubs CRM programme - data collection through the competition, follow up contact by e- mail and text Free branded mug following health check Staff incentives for promoting “wind down” – high street vouchers Professional and publican tool kits developed Pub activities and events to increase footfall – quizzes, sports, drinks tastings Industry support essential Partnership approach key to local implementation Supported by the media including local radio
Strapline
Washroom media Mirror creative was the strongest concept “It’s like taking a look at yourself – literally!”
Promotional Poster – Health Check Blood pressure, cholesterol, blood sugar, height and weight, lifestyle advice – physical check vehicle to talk to men about alcohol
Promotional Poster – Wind down Swap alcoholic drink for a low alcohol or soft drink and enter the competition – behaviour change
Next steps Using evaluation and feedback from local implementation groups refine intervention for Phase 2 New areas to get onboard Help existing areas sustain activity Developing tool kits and training for sustainability Develop multi-agency approach to delivery New industry partnerships to be developed plus explore collaboration with low alcohol beer manufacturer – provide greater choice
Thank you
Drink a little less, see a better you Evaluation of Phase 1 Miranda Thurston Centre for Public Health Research
Evaluation methodology Case studies of 5 pubs in real time Primarily qualitative (some quantitative outcomes) observations — semi-structured interviews with bar managers — structured questionnaire pre-campaign and post campaign to men — in the target group structured questionnaire pre-campaign to those outside the target — group analysis of data from health checks, prize draw, text messages — analysis of pub sales data before and after the intervention —
Case study pubs Pubs Postcode PCT area (partner) L21 9NZ Sefton The Caradoc L15 6TF Liverpool PCT (Trading Standards) The Coffee House L35 1QJ Knowsley The Hare and Hounds CW1 4NL Central and Eastern Cheshire The Horseshoe L20 9NZ Sefton The Mons
Data collected 27 pre-campaign questionnaires with men in the target group 21 pre-campaign questionnaires with people outside the target group 13 follow-up interviews with those in the target group 12 observation visits: 7 pre-campaign and 5 during the campaign 5 semi-structured interviews with bar managers Analysis of health check data Collation of data on prize draw entry and text messages sent
‘Getting in’: the pub as a gateway ‘At first I was a bit … because we were a pub and they were asking people not to drink. That was my first impression, but when they did explain that that was not what they were here for then I did think we could have a go.’
Health checks Pub Number of health Number of health Uptake check checks delivered (%) appointments 28 15 Caradoc 54 28 20 Coffee House 71 7 6 Hare and Hounds 86 14 12 Horseshoe 86 14 1 Mons 7 Total 91 54 59
Who had a health check: age and sex 20 15 Number Male 10 Female 5 0 19 ‐ 25 26 ‐ 34 35 ‐ 45 46 ‐ 55 56 ‐ 65 66+
Who had a health check: health risks 65% (35) were overweight/obese/very obese 48% (16) had ‘poor’ body composition 59% (32) had a reported weekly alcohol consumption that exceeded the recommended units • 8 (15%) had systolic BP ≥ 160 or diastolic ≥ 100 • 46% (22) were smokers
Health checks: a good idea because … Accessing those who tend not to go to the doctors Detecting unmet needs Giving health advice on basis of own results Raising awareness of own health Spreading awareness in the wider pub
I thought it was a good idea myself, personally. It was very unusual to have it in a pub but I thought it was a good idea, especially when you’ve got lads that are finishing work and they’re not going to go to the doctors anyway. If the opportunity is there to have that health check then yeah, it’s a good idea.
There was one guy, his blood pressure was through the roof and he didn’t feel ill. He said, “I’m glad I’ve had that done; I’d have never just gone and had my blood pressure checked because I feel OK” … so there’s been a few surprises.
After [the health check], I made a query asking about my LDL cholesterol having to be higher. I thought cholesterol was cholesterol but he explained about good and bad and the low density coming from fish, seafoods and that kind of thing, so I am eating more fish.
I think it made people more aware, because the people who I did see go to the health check and come back, they were talking in their groups regarding the health check. So, I think it brought that awareness.
… one was saying he went to the doctors for his cholesterol afterwards and ended up getting a diet sheet off him.
Wind Down: theory and practice ‘… it’s a good idea … it does what it says on the tin ... it winds you down.’
Entries to the prize draw Pub Number of postcard entries Caradoc 9 Coffee House 32 Hare and Hounds 10 Horseshoe 19 Mons 0 Total 70
Evidencing change: drinking a little less Yeah, because I used to drink all the time but now I will go in and have soft drinks when it suits. I start on soft drinks, have a couple of pints and finish on soft drinks
Creatives ‘ I think the message was loud and clear and I think the way they did it as “see a better you”, and they added a bit of fun to it rather than just a preaching notice … it was a bit of humour. I think how they’ve looked at it has been quite realistic in that they’re not dictating, not preaching, keeping the humour … I think it was well thought out.’
Differential impact of the initiative ‘I drink in here almost every day and my facts and figures came out almost spot on so what do I think? I’m going to stay as I am, I’m not going to drink less.’
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