what is the alcohol social marketing programme trying to achieve? contribute to nhs vital signs:...
TRANSCRIPT
What is the Alcohol social marketing programme trying to achieve? Contribute to NHS Vital Signs: “Reducing the
rate of hospital admissions per 100,000 for
alcohol related harm”
Specifically targeting higher risk (previously
“Harmful”) drinkers
Build a consistent social marketing approach
across all regions
Measure regional activity against national progress
A best practice approach
Who are we targeting?
Higher risk drinkers (previously known as harmful)- Men who regularly consume over 50 units of alcohol per week
- Women who regularly consume over 35 units of alcohol per week
Scoping study:- Lower social and economic groups (SEGs) experience greater
alcohol related health harm
- Males over the age of 35 were most commonly at risk
- Identification and brief advice (IBA) was an effective way of engaging with the audience
Why use social marketing?
The NHS is becoming increasingly more responsible for addressing higher risk drinkers across the regions
Social marketing is one of many elements that can be applied locally to address the problem
The Department of Health will support the NHS in delivering this effectively
Social marketing has proved an effective way to change behaviour across other campaigns such as smoking
(NSMC will talk about what is social marketing)
Where are we now?
Lots of interest in ‘Alcohol’
Lots of activity already going on but a lack of consistency
Lots of social marketing being planned
Mixed understanding of what social marketing is
Appetite for guidance and support
DH . . .
National ATL and PR noise
Insight, evaluation, planning and products
Knowledge management
National partnerships
Local campaigns and partnerships
Inform national social marketing
Experimentation and development
Greater granulation
NHS . . .
National units campaign
Local campaigns
Self-help pathway
Solo IBAs*
Partnerships
Insight, evaluation, planning and products
*Both to public and through NHS, multiple channels
How will we deliver the programme?
Together….
Central support for the NHS and partner organisations
- Guidelines on all stages of social marketing- Alcohol Learning Centre- Templates for commissioning social marketing activity
Build and share best practice- Bespoke support for PCTs- ‘On the ground’ shared best practice through ALC
Open and transparent communications- Practical conferences and seminars- Regular newsletters and updates on progress and
best practice- Training and support through ALC
Who will deliver the programme?
Social marketers within PCTs
Other partner organisations delivering against the Vital Signs indicator
- DAATs / CDRPs- NGOs
Specialist social marketing agencies alongside PCTs
What support is available now?
Initial guidance on social marketing (available today!)- What is social marketing- Key stages involved in social marketing- How social marketing can be used - Case studies and best practice- Practical advice on conducting social marketing- Where to go for additional support
Alcohol social marketing in action - First issue of newsletter available today
What support is available now?
Alcohol Learning Centre – knowledge hub (www.alcohollearningcentre.org.uk)
Collateral- Materials for healthcare professionals- Materials for patients - Self help materials (via the drinkcheck website)
Support from Forster - To help signpost and provide guidance on the social
marketing programme
National segmentation to support the commissioning of clinical and service changes
What support is coming up?
National segmentation to support social marketing and communication activity
Further guidance on evaluation, monitoring and updating Department of Health
Support to PCTs in delivering social marketing activity- Telephone and online support- Alcohol team at Forster (020 7403 2230)- [email protected]
Questions?