Download Alcohol Social Marketing (ppt

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
National
partnerships
Knowledge
management
NHS . . .
Local campaigns
and partnerships
Inform national
social marketing
Experimentation
and development
Greater
granulation
National units campaign
Insight, evaluation,
planning and
products
Self-help pathway
Solo IBAs*
Partnerships
Local campaigns
*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?