Obesity Social Marketing Regional Conferences

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Obesity Social MarketingRegional Conferences
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Running Order

• Introduction
• Stakeholder engagement
• Behaviour change
• Audience segmentation
• Discussion

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Public Health framework

• improve areas where people can not
  exercisepersonal responsibility
• smoking ban in public places
• promotion to children
• front of pack labelling
• build a willingness to make positive changes
• self-awareness
• understanding the risks
• ensure support is available to change
• build personal confidence
• where when its required

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Where it fits in the obesity programme

• obesity programme themes
• preventive population-based approaches
• early intervention with those most at risk
• locally targeted treatment secondary prevention
• communication
• supporting the delivery chain
• evidence, data evaluation
• social marketings role
• consumer insight (behaviours, motivations,
  opportunities, abilities)
• audience segmentation
• partnership programme communication

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Families with children under 11

• initial target children aged 2-10
• active lifestyles and healthy eating
• primary - parent, carers influencers
• upbeat and positive in tone
• consumer understanding central to programme
• risk behaviours, drivers, barriers to change
• working with through stakeholders
• skills, knowledge, reach, influence
• coherence and credibility
• reach and influence
• 10-year programme
• 3 stages (2007-2010, 2010-2013, 2013-)
• 3-year rolling plan
• late 2006 launch

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Obesity Social MarketingStakeholder Engagement
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Prospectivepartner map
Commercialleisure
Electronic Entertainment
Commercialsport
BLF Wellbeing Fund
Profsport
Commercial Health
NHS
SportEngland
FSA
Health NGOs
NGOsport
DCMS
DH
DFES
Food Manufacturing
TVMedia
YST
HS
SFT
Food Retail
ProductionHouses
Other Retail
PrintMedia
Financial Sector
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Three areas for action
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What are we trying to achieve

• 1/. Identify a small number of key points of
  leverage on the obesity system.
• 2/. Align as much internal and external resource
  as possible against these points

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Obesity Social MarketingConsumer Insight
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Insight development process
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The four focus areas
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Behavioural goals

• Establish the best start for the biological
  system as a healthy foundation for growth,
  development and later food habits in children
  under the age of 2
• Improve the nature and level of parental
  influence over their childrens food habits and
  diet
• Reduce childrens and parents resistance to
  healthier foods
• Establish the benefits of a healthy weight
  lifestyle and increase the perceived health risk
  of overweight/ obesity
• Increase the understanding of the determinants
  and importance of physical activity in childrens
  development
• Increase the level of physical activity in
  children
• Increase the level of active travel

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2 low-risk groups

• Four
• healthy food habit
• strong parental influence
• good physical activity levels
• higher socio-economic, income education
• Six
• strong family exercise group
• food consumption broad above average
• calories burned off

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2 medium-risk groups

• One
• poor household diet, resistance to healthy eating
• practical barriers dominate (expense and time)
• lower income, socio-economic education
• Five
• traditional parents with strong family values
• reject many health messages on grounds of price.
• low physical activity levels
• middle income, education and socio-economic

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2 high-risk groups

• Two
• not engaged with unhealthy weight as a health
  risk
• rejecting on grounds of too challenging
• parental influence over children an issue
• lower socio economic, middle income
• Three
• dieting AND over indulging
• knowledgeable about healthy eating and believe
  they do enough exercise
• high income, high education
• no practical barriers

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Cluster BMIs
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Cluster 1 key differentiating attitudes

• time claimed as the key barrier in food
  preparation and physical activity
• healthy food is difficult to buy and is too
  expensive
• indulgence and taste are important
• spending more time on screen-based activities,
  but low levels of concern about this
• overweight and obesity are not viewed as a major
  health concern

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Cluster 1 key household demographics

• lower household income
• social class biased to C2DE
• mums age biased to 24-34
• occupational bias, mums sedentary, dads - heavy
  manual
• smaller households, including single parent / one
  child
• geographic bias outside the SE.
• education to 16 and 18

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Cluster 2 key differentiating attitudes

• low levels of interest in the overall topic of
  obesity
• food fills a very functional role
• convenience and speed of preparation key
• expense is reported as a barrier to physical
  activity before time or parental fears
• perceive they have insufficient access to
  exercise facilities (includes playground etc.)
• least able to assess the weight status of their
  children

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Cluster 2 key household demographics

• mid household incomes
• manual work 133 index, Heavy manual 219 index
• H/W age 17-24 (127 index) 24-34 (114 index)
• DE social class and ethnic bias
• over index single parent / one child Households
• London / SE (115 index)
• education school to 16 plus other college
  qualifications

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Cluster 3 key differentiating attitudes

• understand - obesity causes long term health
  problems
• understand - healthy eating and physical activity
• no practical barriers cost, skills,
  willingness, access
• developed snacking habit
• express difficulty with children as fussy eaters
• are concerned and do restrict screen time
• child safety is identified as a concern in
  unaccompanied outside play

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Cluster 3 key household demographics

• higher household income (30 over 44,500)
• occupations biased to sedentary work
• mums age biased 34-44
• AB, C1 socio-economic bias
• larger households
• Yorks, Wales / South west
• educated to degree level or above

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Cluster 5 key differentiating attitudes

• traditional parents with strong family values
• low levels of interest in healthy food
• low consumption of fruit and vegetables
• obesity reduction about exercise not food
• recognise not enough exercise, have intent to do
  more
• time a barrier
• less understanding than other clusters

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Cluster 5 key household demographics

• 33 earn less than average household income
• mixed social class
• some over index single parent households
• bias towards Lancashire
• education school to 16 plus college
  qualifications. Slightly below average degree/
  post-graduate

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Running Order

• Introduction
• Stakeholder engagement
• Behaviour change
• Audience segmentation
• Scenario applying this information
• Discussion

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Obesity Social Marketing
Contact Sheenagh de Silva / Chris Holmes Email
sheenagh.desilva_at_dh.gsi.gov.uk Telephone 020
7972 4718