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www.coventry.gov.uk
Local Authorities
and the Challenges
ahead
Jean Arrowsmith
Business Manager - Health
Coventry City Council
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www.coventry.gov.uk
•19th largest Local Authority in England
• Almost 316,000 citizens
• Largest age group – 20 / 24 years
• 79% of population white
• 12% Asian; 3.1 % Black;
• 3% Chinese;
• Over 15% of the population born outside the UK
• 33% of new births to women born outside the UK
Coventry
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www.coventry.gov.uk
Main Causes of ill Health in
Coventry
• Smoking
• Obesity
• Physical Inactivity
• Excess Alcohol Consumption
• ? Poverty, education, housing, jobs ?
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www.coventry.gov.uk
Coventry 2010 – Marmot Indicators
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www.coventry.gov.uk
Deprived Wards Versus Affluent Wards
Directly standardised death rate from CHD 2004-6 by sex and ward
0
50
100
150
200
250
300
350
St. M
ichae
l's
Upper S
toke
Radfor
d
Lower
Sto
ke
Henley
Cheyle
smor
e
Babla
ke
Binle
y an
d W
illenh
all
Long
ford
Folesh
ill
Wai
nbody
Wes
twoo
d
Wyk
en
Sherb
ourne
Holbro
ok
Who
berle
y
Woo
dlands
Earls
don
rate
per
100000
Males
Females
all wards Male
all wards Female
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www.coventry.gov.uk
No Change in Demographics
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www.coventry.gov.uk
Engage with your community
• Evidence based
• Needs led approach
• ‘one fit does not fit all’
• Know your communities
• Apply innovative methods
• Take it to the people
• Believe in what you are doing
• Progress may be slow
• Measure Outcomes
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www.coventry.gov.uk
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www.coventry.gov.uk
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www.coventry.gov.uk
Coventry Infant Mortality Strategy
Encompasses eight themes
Smoking in Pregnancy
Breastfeeding
Obesity
Access to Healthcare
Teenage Pregnancy
Sudden death in infancy
Domestic violence
Substance misuse
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www.coventry.gov.uk
Breast Feeding
• Target group - White Indigenous
Girls
• Social Marketing Campaign
• Trained 92 peer workers
• Updated midwifery training
• Appointed 2 specialist Midwives
• City centre ‘Baby Friendly’ audit
• Revised ‘Return to Work’ Policy
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www.coventry.gov.uk
Social Marketing Campaign
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www.coventry.gov.uk
Campaign Launch
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www.coventry.gov.uk
Campaign Launch
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www.coventry.gov.uk
Outcome
% Increase in Initiation Rates
• Pre - Campaign
• 62% - 2007/08
• Post - Campaign
• 78% - 2008/09
• Campaign Increase - 16%
• Overall increase - 9%
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www.coventry.gov.uk
Sustainable Approach
Midwife Coordinator
appointed (New Post)
Recruited 7
community peer
workers (New Posts)
Achieved targets -year
on year
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www.coventry.gov.uk
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www.coventry.gov.uk
Coventry Tobacco Control Strategy
• Joint Coordinator appointed
• Revised Strategy
• Coventry wide approach
• Evidenced Based
• Brief Intervention Training
• Social Marketing Approach
• 10 week Campaign
• 40 Locations across the city
• Assess reasons for Quitting
• 70% of pledges compared with
texts, phone calls & online
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www.coventry.gov.uk
1200 Sign the Pledge
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www.coventry.gov.uk
Shisha Causes Concern
Softly Softly Approach
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www.coventry.gov.uk
Weight Management
National Child Measurement Programme
• Underweight children more
prevalent in year 6
• Obesity higher in urban areas than
rural areas
• Strong positive relationship
between deprivation and obesity
• Obesity prevalence significantly
higher for children in ethnic groups
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www.coventry.gov.uk
Weight Management
National Child Measurement Programme
97% of Coventry children measured
(92% nationally )
Reception Class
12.4 % overweight / 10.5% obese
Year 6
14.9% overweight / 20.5% Obese
Evidence used to target work effort
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www.coventry.gov.uk
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www.coventry.gov.uk
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www.coventry.gov.uk
• Launched November 2010
• In 30 priority area Coventry Primary Schools to increase fruit and vegetable consumption
and reduction in unhealthy snacks
• 5,529 pupils to date in 19 schools. 9,000 pupils by November 2013
• To date, 94% (354) parents reported an increase in their child’s fruit consumption and
88% (333) parents reported an increase in their child’s vegetable consumption.
• Parent comment ‘My son enjoyed eating fruit before-hand but struggled with veg. Since
the Food Dudes programme he will eat more veg and we are even growing our own.’
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www.coventry.gov.uk
Coventry Men’s Health Forum
26
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www.coventry.gov.uk
Joint Conference with MHF
‘MAN IN THE DOCK’
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www.coventry.gov.uk
Signing the Pledge
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www.coventry.gov.uk
Men Hate Going to the Doctor !
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www.coventry.gov.uk
‘Comfort Zone’
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www.coventry.gov.uk
Wide Range of Projects
• African Caribbean (West Indian Club)
• Irish Community
• Asian – Places of Worship
• Somalian Khat Project
• Gay and Lesbian – Rainbow club
• Workless – Job Centre Health Checks
• Coventry Football Club / Ricoh Centre
• Martial Arts / Mental ill Health Clients
• Homeless projects
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www.coventry.gov.uk
Martial Arts
• Provide Safe Local Venue
• Fire Station, sports or community
centre,
• Suitable for all ages
Takes account of:
Bullying
Obesity
Self Worth / Self Esteem
Academic achievement
Improved Fitness level
Loneliness & Isolation
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www.coventry.gov.uk
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www.coventry.gov.uk
Coventry Men’s Health Forum
• Comedy - a way to engage with men in non
‘traditional’ settings.
• A ‘safe’ place to discuss sensitive issues
• Improved ability to make informed choices
• Use of comedy to discuss ‘no go’ areas
• cancer, depression, suicide, death, erectile
dysfunction, divorce, sexual health
• ‘Break down’ barriers
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www.coventry.gov.uk
Work Place Approach
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www.coventry.gov.uk
Coventry School !!
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www.coventry.gov.uk
Role Models
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www.coventry.gov.uk
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www.coventry.gov.uk
Helping to give a better start
in life
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www.coventry.gov.uk