an introduction · global burden of disease changes in health in england analysis by region and...
TRANSCRIPT
An introduction
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
AGENDA
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. https://www.england.nhs.uk/ourwork/futurenhs/deliver-forward-view/sop/red-prem-mort/php/ 2. NHS England ‘Enhancing Quality of Life for People with LTCs’ 3. ‘Living Well for Longer’ HM Government 2014
The cost of illness
resulting from
health inequality is
in excess of £5.5
billion per year
Global Burden of
Disease report
showed that lifestyle
factors drive poor
health outcomes,
with diet overtaking
smoking (1)
Long term conditions
account for 50% of
all GP appointments
and 70% of days
spent in hospital (1)
There is a social
gradient
in lifestyle illness, with
lower socioeconomic
groups suffering
disproportionately (1)
19% of all deaths
each year (96,072
out of 506,790) are
preventable via
public health
intervention (3)
The gap between the
most deprived and
least deprived areas
of England shows
little sign of reducing.
THE CASE FOR PREVENTION
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. https://www.england.nhs.uk/ourwork/futurenhs/deliver-forward-view/sop/red-prem-mort/php/ 2. NHS England ‘Enhancing Quality of Life for People with LTCs’ 3. ‘Living Well for Longer’ HM Government 2014
Global Burden of
Disease report
showed that lifestyle
factors drive poor
health outcomes,
with diet overtaking
smoking (1)
Long term conditions
account for 50% of
all GP appointments
and 70% of days
spent in hospital (1)
THE CASE FOR PREVENTION
There is a social
gradient
in lifestyle illness, with
lower socioeconomic
groups suffering
disproportionately (1)
19% of all deaths
each year (96,072
out of 506,790) are
preventable via
public health
intervention (3)
The gap between the
most deprived and
least deprived areas
of England shows
little sign of reducing.
The cost of illness
resulting from
health inequality is
in excess of £5.5
billion per year
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
THE CASE FOR PREVENTION
Global Burden of Disease Changes in health in England Analysis by region and areas of deprivation 1990-2013 Professor John Newton, Chief Knowledge Officer, Public Health England, September 2015.
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The ground swell
“If the nation fails to get serious about prevention then recent progress in
healthy life expectancies will stall, health inequalities will widen, and our ability
to fund beneficial new treatments will be crowded-out by the need to spend
billions of pounds on wholly avoidable illness” NHS 5 year forward view October 2014/15
“Many problems that we have assumed to be due to ageing…research now proves to be due
to loss of fitness, preventable disease and loss of morale” ‘Sod 70’ foreword by Sally Davies Chief Medical Officer
“NICE identifies the 40-60 year age group as a key window of opportunity
to engage adults in their own health to prevent disease in later life” Disability, Dementia and frailty in later life. Midlife approaches to prevention
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
ATTITUDES TO HEALTH
• Strong sense of community can dictate behaviour
• Not wanting to ‘stand out’. Tradition underlies much of
their behaviour
• It’s not about age but lifestyle
• Often put needs of others before their own. Strongly
identify as ‘providers’
• Financial pressures add stress to their lives
• Work patterns make planning and routine difficult
• Unhealthy living is gradually normalised
• Mixed messaging around health encourages stasis
• Delayed gratification: disengaging with future
consequences
• The future is abstract
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WHO ARE WE TALKING TO?
Source: TGI 2015
TV is the most consumed media channel
Av. of 3hrs 50mins a day
The INTERNET is now
central to their lives
Av. of 1hrs 10mins a day
49% cant live without it
Use SOCIAL to stay
connected, play & share
75% use Facebook
42% use Twitter
32% Play the Lottery once a week or more
45% Don’t do any exercise each week
23% Are smokers
14% Have tried to give up in the
last 12 months
Total adults (18+)
45 million
Total 40-60 year olds
15 million
C2DE
7 million
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
The role of marketing
To reinvent and re-launch adult health to energise and engage a
million adults in making changes to improve their own health
To refocus health marketing from being about information to being
about change and making change easier, more desirable and
more achievable for everyone
Develop more than a brand - become a force that employers and
individuals enthuse about and add value to and create content for.
Not to mention the NHS and other Government departments
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REAPPRAISE
EMPOWER
SURROUND
To reinvent and re-launch adult health to energise and engage a
million adults in making changes to improve their own health
To refocus health marketing from being about information to being
about change and making change easier, more desirable and
more achievable for everyone
Develop more than a brand - become a force that employers and
individuals enthuse about and add value to and create content for.
Not to mention the NHS and other Government departments
The role of marketing
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
A focus on the critical behaviours
16.2%
15.5%
13.5%
10.1%
7.1%
5.4%
2.5%
1.6%
1.6%
0.57%
0.21%
0.08%
0.31%
0.08%
0.57%
0.02%
1.6%
Checking
yourself Moving more
Being
smokefree
Eating well
Managing
stress
Sleeping
better
Drinking less
NHS Atlas of Risk (http://www.nhs.uk/Tools/Pages/NHSAtlasofrisk.aspx)
Notes: Causes of death based on deaths registered in England 2007; risk factors based in attributable factors from WHOWorld Health Report 2002 and HSCIC on smoking 2006
Risks leading to death in perspective
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
The brand
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Scale and visibility
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Innovation and personalisation
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A flexible brand
Significant support from across
Local Authorities
12 NHS Trusts to use One You as their
internal workforce health brand
DPP: One You naming and branding
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HOW ARE YOU TOOL
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Support for the behaviours
DRINKER TRACKER APP
ACTIVITY APP
WEBSITE
QUIT APP
Checking
yourself Moving more
Being
smokefree
Eating well
Managing
stress
Sleeping
better
Drinking less
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
The Website
• Driving people to take the How Are You? quiz
• Serving up apps and activities to help you on
your journey
• ‘Snackable’ content on all the key behaviours
• Partner offers
• Links to content from partners and on NHS
Choices
• Click through to Local Authority hubs
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Teaser activity the Sunday prior to launch
2 x 5sec Blipverts
Coronation Street
17% 40-60 C2DE’s
Promoted How Are You
Post in newsfeed
23% 40-60 C2DE’s
Mini flashes in
Sun on Sunday
11% 40-60 C2DE’s Audience coverage = 42% @ 2 £80k media / 3% FY15 budget
In-show 6 sheet
Coronation Street
17% 40-60 C2DE’s
One You Teaser Day
Sunday 6th March
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
The big questions pr launch
• Britain’s iconic interviewers asking the nation “How are you?”
• It’s the question we ask all the time, but how often do we really mean it?
• A nation-wide moment of reappraisal
• Fun an engaging way to talk to our audience and draw them in
Trevor MacDonald asks the nation
Chris evans: why I cut the booze and started running at 50…
All celebrities are still to be confirmed and should only be used to indicate the type of
person we are hoping to work with
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
BUILDING MOMENTUM
Engage
stakeholders to
raise issue of 40-
60s health as
ticking timebomb
Jan Feb 5-6 Mar 7 Mar 8-31 Mar Easter
Bring influencers on
board and brief for
launch
1. HCP round table
2. Media Medics round
table
3. Press conference
Aim for blanket
coverage on launch
day
1. Evidence & stats
2. Big Questions live
3. ITV and/or BBC
partnership
4. Sun partnership tbc
5. Social live
Trail campaign
through select
bylined
articles/trails on
weekend before
launch
Coverage continues
throughout launch
month
1. Talent led features
2. BBC 100 days
partnership
3. Regional coverage
4. Social continues
Ambition for 2nd
spike at Eastertime
1. Potentially Half
Time Pep Talk
partnership with
football clubs
UNDERSTANDING & SUPPORT - LAUNCH - SUSTAIN
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
1.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
For Illustration purposes only. Partners to be confirmed.
A BRAND WITH SUPPORT
152 Unitary Local Authorities
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
OGDs
Engaging Stakeholders
NGOs
NHS England
and Health
Professionals PHE
STAKEHOLDERS AT THE CORE
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
• 100 day season of activity and
programming in run up to Rio
• BBC talent voice over Couch25K
• Complementary BBC content to help
people move more
GROUND BREAKING BBC PARTNER
All celebrities are still to be confirmed and should only be used to indicate the type of
person we are hoping to work with
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
• Always on health hub with One
You content and offers
• Three campaign spikes throughout
the year
• Help Amazon consumers make
small changes and hero positive
solutions
• Circa 3.8 million visits at launch
PARTNERSHIPS
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
• Using pharmacy to start a
conversation cross 4,000
stores
• Scratch cards enable quick
and easy intervention.
• Blood pressure screenings offered
across 255 stores
• 50,000 discounted blood pressure
monitors £600K in-kind value and £1M
investment
PARTNERSHIPS
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
PARTNERSHIPS
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
PARTNERSHIPS
• Driving engagement with One You in new and interesting ways
250,000 health measures distributed.
• In pharmacy, on the high street, through local authorities
Used by health professionals to make tricky conversations easy.
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
• Reaching 1.5m employees in year 1
• Setting individual and team challenges
• Covers all key behaviours
• Helps employers reach for Workplace Wellbeing Charter accreditation
REACHING THE BIGGEST EMPLOYERS
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• Many local authorities are commissioning holistic adult health services
• They’ve helped us think about how One You integrates with, and complements,
local services so it becomes more than a campaign.
A NEW MODEL OF WORKING WITH LOCAL AUTHORITIES
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
LOCAL AUTHORITIES
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Smoking
Drinking
Moving
Eating
Stress
Sleep
Health check Roshan, 40 from Hanworth
1-2-1 tailored support from a
local health advisor
Drop in sessions + free phone
and text support
Access to targeted behaviour
change programmes
Digital support via One You
Hounslow website and social
media channels
✔
✔
✔
✔
One You Hounslow Launching April 1st 2016
A new integrated health and wellbeing service for Hounslow. Supporting local people
to make and sustain changes that help them to live healthier lives for longer.
ONE YOU HOUNSLOW
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
• Resource allocation
• Engaging and supporting more residents
• Making it easier for local people to access the support they need
LOCAL AUTHORITY BUSINESS CASE
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. Creating and launching a new adult (40-60yr olds) health brand
2. To inspire and energise adults into making changes to improve their own health as evidenced by one million engagements
3. Making change easier, more desirable and more achievable for everyone
4. Become a force that employers and other partners add value to
Create new Adult authoritative
health brand and
reframe adult health
Measured by:
• Tracking study: Attitudes,
Comprehension, Awareness.
Usage and attitudes measures
• PR analysis
• Social Monitoring
EVALUATION FRAMEWORK
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. Creating and launching a new adult (40-60yr olds) health brand
2. To inspire and energise adults into making changes to improve their own health as evidenced by one million engagements
3. Making change easier, more desirable and more achievable for everyone
4. Become a force that employers and other partners add value to
Create new Adult authoritative
health brand and
reframe adult health
Leveraging Additional
Resources to amplify
Measured by:
• Tracking study: Attitudes,
Comprehension, Awareness.
Usage and attitudes measures
• PR analysis
• Social Monitoring
Measured by:
• Partner spend
• PR Analysis
• Partner sales data: e.g.:
• Blood pressure monitors,
employer packs distributed,
examples of storylines or
product placement/ swops, etc.
EVALUATION FRAMEWORK
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. Creating and launching a new adult (40-60yr olds) health brand
2. To inspire and energise adults into making changes to improve their own health as evidenced by one million engagements
3. Making change easier, more desirable and more achievable for everyone
4. Become a force that employers and other partners add value to
Create new Adult authoritative
health brand and
reframe adult health
Engagement at Scale and
Evidence of Action
Leveraging Additional
Resources to amplify
Measured by:
• Tracking study: Attitudes,
Comprehension, Awareness.
Usage and attitudes measures
• PR analysis
• Social Monitoring
Measured by:
• Partner spend
• PR Analysis
• Partner sales data: e.g.:
• Blood pressure monitors,
employer packs distributed,
examples of storylines or
product placement/ swops, etc.
Measured by:
• Tracking study
• Web & app stats
• User surveys
• Social monitoring
• Smoking: tools/programmes/
completion
• Drinkers tracker usage and
follow through etc
EVALUATION FRAMEWORK
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. Creating and launching a new adult (40-60yr olds) health brand
2. To inspire and energise adults into making changes to improve their own health as evidenced by one million engagements
3. Making change easier, more desirable and more achievable for everyone
4. Become a force that employers and other partners add value to
Create new Adult authoritative
health brand and
reframe adult health
Engagement at Scale and
Evidence of Action Evidence of Behaviour change
Leveraging Additional
Resources to amplify
Measured by:
• Tracking study: Attitudes,
Comprehension, Awareness.
Usage and attitudes measures
• PR analysis
• Social Monitoring
Measured by:
• Partner spend
• PR Analysis
• Partner sales data: e.g.:
• Blood pressure monitors,
employer packs distributed,
examples of storylines or
product placement/ swops, etc.
Measured by:
• Tracking study
• Web & app stats
• User surveys
• Social monitoring
• Smoking: tools/programmes/
completion
• Drinkers tracker usage and
follow through etc
Measured by:
• Tracking study
• Web & app stats
• Tool uptake and completion
• eCRM click through
• Social monitoring
• Academic study: link awareness
and engagement with behaviour
change
EVALUATION FRAMEWORK
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Nov
15
Dec
15
Jan
16
Feb
16
Mar
16
Apr
16
May
16
Jun
16
Jul
16
Aug
16
Sep
16
Oct
16
Nov
16
Dec
16
Jan
17
Feb
17
Mar
17
One You
Launch
Health
Harms
(tobacco)
Dry
January Stoptober
Physical
Activity
One You
New Year
Alcohol
Health
Harms (tobacco)
AT
L
ca
mp
aig
ns
Cam
paig
n
‘min
i sp
ike
s’
Alw
ays o
n PAID SEARCH
ECRM, INCLUDING HEALTH CHECKS
ONE YOU WEBSITE
THE FIRST YEAR
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
THE ASK
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
1. The Context
2. The Audience
3. The Role of Marketing
4. The Brand and The Launch
5. The High Street and Local Community
6. The Measurement
7. The First Year
8. The Ask
9. Questions
10.
AGENDA
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES
Under strict embargo – NOT TO BE SHARED WITH PRESS, PUBLIC OR THIRD PARTIES