mary allison co-ordinator physical activity strategy for scotland
DESCRIPTION
Mary Allison Co-ordinator Physical Activity Strategy for Scotland. Outline. The Physical Activity Strategy Early Implementation Challenges Work programme for 2005. Scottish Executive's Physical Activity Strategy. Work was the main source of physical activity. 3,840 Kcal per day. - PowerPoint PPT PresentationTRANSCRIPT
Everyday activity remains main source
30.4
0
10
20
30
40
50
60
70
80
90
100
All Adults(5x30mins
mod+)
%
Housework
DIY/Gardening
Sport
Walking
Occupation*
64%
7%
12%
8%
9%
* Work hours from International Labour Office (40.2hrs/wk @1998)
• Let’s Make Scotland More Active based on:– Key principles of success from other countries– Key types of evidence-based interventions– Consultation with stakeholders/key informants
– Subsequently informed and unchanged by:• CMO Review (2004)• HDA Effective Interventions Review (2004)• Heart Health Learning Network (2004)• WHO Global Strategy (2004)
The Strategy
• Do we have a shared understanding of the challenge of inactivity?
• Is there anything we have over-looked?
ACTIVE SCHOOLSTravelPlayPE
Organised classesAfter school
ACTIVE WORKPLACESTravelIn workThrough workNature of work
ACTIVE HOMESEarly years
Frailer elderlySecure accommodation
ACTIVE COMMUNITIESPlacesSpacesRoutes
Services
Workforcedevelopment
Leadership Communications
Evidence base
Strategic issues
• Scottish Physical Activity Council
• Scottish Physical Activity Alliance
• National Physical Activity Co-ordinator
• Community Planning Partnerships
Strategic Leadership
– Specialists (few)– Generalists who could be more specialist (many)– Generalists who could be more aware (most)
– CPD Master classes for specialists– Public Health Specialists registration– Register of Exercise Professionals– New basic qualifications– Awareness training
Workforce Development
Evidence Base
• CMO - England
• Public Health Information - ISD
• Heart Health Learning Network
• Health Improvement Evaluation Programme
• Scottish Physical Activity Research Collaboration
National Communications Plan
• Communicate risks and benefits of activity– PR - Generate more and better informed media coverage
• Communicate how to get active– website, contact centre (NHS24), trained staff in primary care
• Provide triggers for change– PR Campaign and 2 TV Adverts
• Stimulate motivation for change– advertising
• Provide a stronger environment for change– partners and supply of opportunities – link with branding
Campaign structure
TV TV TV
PRESS AND RADIO
BRANDED SUPPLY OF OPPORTUNITIES
PUBLIC RELATIONS
WEB AND CALL CENTRE
TV
• Pre-school, Primary and Secondary– Getting to/from school
– active travel
– Breaks – play
– Formal curriculum – PE , health ed, environmental ed, outdoor ed
– Extended curriculum– sports, dance, adventure activity
– After school/out of school care
• Curriculum, schools policies and ethos and school/community linkages
Active schools: framework (Health Promoting Schools)
• Getting to and from work – active commuting … green travel planning
• In and around work– stair use
• At/in work– occupational health– flexi-credit, dress codes
• Before/After but linked to work (SHAW)– range of regular activity options (buddying)– corporate challenges & events
Active Workplaces: framework(Healthy Working Lives)
• Babies– physical activity for parents/carers & babies
– parenting development – health visiting
• Frail elderly– provision and support for exercises for strength and balance
– health visiting– gerontology nursing
• Secure accommodation– State hospital– Prison service
Active Homes : framework(Early Years & Adding Life to Years)
Active Communities : framework• Space planning
– housing, recreational land, open space
• Travel planning– walking and cycling (and public transport)
• Building design– stairs, active routes
• Service provision– recreational activities (Healthyliving award)– primary health care
SEDepts
Education
Environment
Development
Justice
Health
Enterprise and lifelong learning
Str
on
ger
na
tio
na
l po
licy
Community planning
Education
Land use and planning
Transport
Social services
Health
Leisure and cultural services
Str
on
ger
loca
l po
licy
More consistency across the board through communications plan and the
use of the brand
Str
on
ger
ge
ne
ric
su
pp
ort
fo
r d
eliv
ery
National Agencies
LTS
SNHForestry Comm
Communities Scotland
sportscsotlandScot Arts Council
Health Scotland
SHAWHSE
Mo
re e
ffect
ive
loca
l de
liver
y
Schools
Communities
Workplaces
Homes
General impressions of nature and scale progress since 2003?
Are these are the right type and range of responses to the issues of inactivity that we face?
Are we missing any significant contributions?
Continued Challenges
• Workforce– Everyone’s and no-one’s– Willing but unable – Interested but not accountable– Capacity or priority
Continued Challenges
• Targets– Health inequalities - physical activity?– Age, gender, socio-economic group– National / local– Data availability/measurement challenges
59 58 62 60
16 16 16 19
25 26 22 20
0%
20%
40%
60%
80%
100%
I/II IIInm IIIm IV/V
Target Inactive Sedentary
Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target
Activity levels: girls, by social class
Activity levels: boys, by social class
69 73 77 73
1416 13 13
17 11 11 14
0%
20%
40%
60%
80%
100%
I/II IIInm IIIm IV/V
Target Inactive Sedentary
Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target
36 32 3343 42 41
4236 32 24 18 14
2232 35 43 42 41
0%
20%
40%
60%
80%
100%
I II IIInm IIIm IV V
Target Inactive Sedentary
Activity levels: men, by social class
Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target
32 3124 27 25 21
4438
35 35 3328
2531
41 38 4151
0%
20%
40%
60%
80%
100%
I II IIInm IIIm IV V
Target Inactive Sedentary
Activity levels: women, by social class
Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target
Evidence and conventional wisdom• Young people?• Sports?• Obesity?
Professional awareness• Low recognition in Scotland• High recognition externally
Communication
Comments on these challenges?– Workforce– Targets– Communications
Do you sense similar or different issues as major challenges?
Agenda for 2005
Regular departmental updates
Themes for substantive input and discussionWorkforceComparisons other countriesTargetsCommunication
Other agenda issues?