Shared learning database
Type and Title of Submission
Using a social marketing approach to influence students aged between 16 to 24 years old to increase their levels of physical activity and adopt healthy eating behavioursDescription:
UpforIt aimed to encourage behaviour change to halt the rise in overweight and obesity within 16 to 24 year olds who attended Further Education (FE) and Higher Education (HE) establishments across Kirklees. The interventions were designed based on insight and pretested with the target audience; they aimed to increase levels of physical activity, cooking skills, and awareness of calorific content of alcoholic drinks and takeaways. The approaches included delivering interventions in none traditional settings, using social media and not using NHS branding.Category:
2010-11 Shared Learning examplesDoes the submission relate to the general implementation of all NICE guidance?
NoDoes the submission relate to the implementation of a specific piece of NICE guidance?
YesFull title of NICE guidance:
1) CG43 2) PH6 - 1) Obesity 2) Behaviour ChangeCategory(s) that most closely reflects the nature of the submission:
Is the submission industry-sponsored in any way?
Description of submission
The 'UpforIt'project aimed to encourage behaviour change within the student population aged 16 to 24 years old to address the year on year rise in overweight and obesity across Kirklees using a social marketing approach.Objectives
The objectives included: - introduce the concept and application of social marketing to NHS Kirklees and its partner organisations - build social marketing capacity and capability to improve the effectiveness of local health improvement programmes to deliver health outcomes and reduce inequalities - improve partnership working to ensure effectiveness to undertake a whole system approach and maximize efficiencies - undertake bespoke interventions to improve the lifestyle of 16 to 24 year old students, through the increased uptake of physical activity and healthy food options - capture and disseminate insight about the target audience to relevant stakeholders - share learning and contribute to the social marketing evidence base.Context
The Kirklees Partnership identified obesity as a major public health challenge and developed an Obesity Programme Plan to introduce a coordinated set of actions to tackle obesity. The plan focuses on enabling people who are overweight or obese to achieve and maintain a healthy weight and aims to ensure that local interventions reflect the needs of the target audience. Early adulthood is a key stage at which many people gain significant amounts of weight. According to the Kirklees Joint Strategic Needs Assessment (2007), 33% of 18 to 24 year olds in Kirklees are classified as overweight or obese. In addition, the regional profile developed by the Yorkshire and Humber Public Health Observatory showed the regional rate of obesity in young adult males aged 18 to 24 years old was the highest in the country. It was recognised that work was underway locally and nationally focusing on children, however there was a lack of focus on the 16 to 24 year old age group. In addition there was untapped potential in collaborating with Further Education (FE) and Higher Education (HE) organisations to address the challenge of obesity. Recognising this opportunity the Partnership established a two-year project. The project identified a range of opportunities for improving efficiency, productivity and cost effectiveness such as: - Developing quality insight driven services with regular user involvement leading to improved 'customer' experience, satisfaction and retention rates. - Tapping into unused settings for health improvement projects and commissioning interventions that pretested well with target audience avoiding inappropriate use of resources. - Developing an integrated communications strategy which avoided mass, one size fits all media, using tailored communication methods such as Facebook and free publicity. - Preventing obesity related costs such as prescribing and bariatric surgery.Methods
The project used the National Social Marketing Centre's (NSMC) Total Process Planning Model to provide a structured process to manage the complexities of a social marketing project. Desk research was undertaken and qualitative data was gathered from the target audience and key stakeholders to help us gain a wider understanding of the barriers and incentives to behaviour change and enabled an evidenced based, person centred approach to be taken by the project. Stakeholders were engaged throughout the process; the team continually revisited the social marketing methods to ensure they were comfortable with the approach we were taking. The insight gained from students and stakeholders highlighted the challenges of working with this target audience: - Lack of knowledge around food preparation and a perceived lack of time; A 'Take on the Takeaway' event was held where celebrity chef James Martin showed students how to cook dishes that were cheaper, quicker and tastier than a local takeaway. This event launched a 'Come Dine with Me' initiative where students were encouraged to host dinner parties with their peers. Cooking classes were also offered. - Not interested in the NHS brand and health related activities; a 'stealth not health' approach to initiatives was developed, using the brand identity 'Upforit'. Wellbeing MOT's and physical activity opportunities such as dance classes and Dodgeball were offered. - Communicating with this target audience could be complex; the project used social media to reach students such as Facebook and the 'UpforIt' website. - Short academic year and small window of opportunity; the project used behaviour change models to determine when in the academic year students were most likely to change. Lack of buy in from students in the early days of the project meant we had to go back and refine the interventions and pre-test them with the target audience on several occasions. The total budget the project was £100000.Results and evaluation
The evaluation findings demonstrate the project: - Improved physical activity provision by addressing barriers identified in the insight 300 students attended the Dance ya Ass Off event; 17 students attended dance taster classes and all four institutions were represented at the dodgeball tournament. The Dance Ya Ass Off event was favourably received by female participants, while male respondents were particularly enthusiastic about the dodgeball tournament. The street survey found 21% of respondents reported doing more exercise than they did six months previously. - Improved cooking skills by addressing barriers identified in the insight. 2000 cooking starter packs were distributed at fresher's fayre; 16 students attended the cooking classes and 300 attended 'Take on the Takeaway'. Feedback from the cooking events was positive, particularly from female respondents, who felt the events had given them the confidence and skills to cook more of their own food. 13 entries were received for the Come Dine with Me competition with each dinner party having an average of four people taking part. This showed the potential reach of this type of intervention. The 'Come Dine with Me' challenge has been sustained within the halls of residence. - Improved access to health information offered in a none threatening environment. Participation rates for the health MOT's exceeded expectations; 75 students attended for a health check in the first year of the project; 10% were classified as overweight and 9% as obese. In year two, 87 students attended of which 20% were either overweight or obese. The wellbeing MOT's have been embedded within the college timetable. - Improved communication with the target audience utilising a variety of methods. 123 members joined the UpforIt Facebook group. The street survey found that one in four students recognised the UpforIt brand. This was encouraging given the extreme competition from big brands for this target audience.Key learning points
- Develop clear behavioural goals at the outset and collect robust baseline data for evaluation purposes. - Win the hearts and minds of the internal team and have the capacity to develop a sustainable approach. - It is vital to have full stakeholder engagement and buy-in; give stakeholders the opportunity to help shape and develop the interventions. - Keep revisiting the insight with stakeholders and the target audience to help refine the interventions. Always pre-test ideas, don't assume you have got it right. - Don't underestimate the strength of internal competition and social norms. Many students adopt unhealthy behaviours because they are seen as a rite of passage. - Select the target group that at the contemplation stage of the readiness to change model. - Be realistic about what can be achieved within the timescales and resources available. - Communicating with this target audience can be complex and difficult. They are sophisticated and there is intense competition.
View the supporting material
|Job Title:||Health Improvement Practitioner Advanced|
|Address:||Broad Lea House, Bradley Business Park, Dyson Wood Way,|
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This page was last updated: 08 February 2011