Devon Healthy Lifestyle Service

The Journey

The Challenge!

• Overweight adults

384,271

• Adults smoke111,400

• Physically inactive247,900

118,600 Adults drinking at harmful levels

1,781Premature Deaths in

Devon

How do we reach/connect?

What is the offer they want?

Background

Stop Smoking Service supported 1,200 individuals

(3.1% smoking population reached)

3,000 Adult weight management referrals per year

Health trainers supported 400 ‘vulnerable’ individuals

4,600 individuals supported by the service

Budget savings needed and a more holistic offer

The Approach

A new Healthy Lifestyle Service

Persona Example

Common Themes• Aspirations differ but all centre round the wellbeing

and happiness of loved ones.

• Family and friends ….powerful enablers

• The words ‘Healthy Lifestyle’ interpreted as sporting activities.

• Feeling of having a lifestyle imposed on you is aggressively rejected.

• Health is a motivator but future health problems are not.

Introducing OneSmallStep

OneSmallStep

is offered free of charge

to everyone who lives within

Devon County Council boundaries

(excludes Plymouth and Torbay)

aged 18 years and over

Who is OneSmallStep for?

OneSmallStep client journey

Marketing

• Personalised, consumer approach, targeted, aspirational and iterative

• Tactics: posters, website, cards, social media are used as a package to drive the right people to the right product• Inform me – digital• Enable me – digital + telephone

• Support me via stakeholder marketing to digital and telephone & face to face

Providing free, simple and quick boosts

Social Media Activity - supported by a campaign calendar