Clive BlairStevens National Social Marketing Centre

1
Health Promotion
Social Marketing
Jenny Griffiths Shaping the Future
of
Health Promotion
Clive Blair-Stevens National Social
Marketing Centre
UKPHA Conference, Brighton, March 2009
2
Health Promotion
Social Marketing
Jenny Griffiths Shaping the Future
of
Health Promotion
Clive Blair-Stevens National Social
Marketing Centre
UKPHA Conference, Brighton, March 2009
3
Major behavioural challenges
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Major behavioural challenges
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2 year independent review
Department of Health strategy
to build capacity and skills
integrate into policy and
practice
An international first !
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Good HP SM challenges the
'communications'
and
'message-based'
paradigm
overcoming an
addiction to messages
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National 8 point Benchmark
Criteria Key features
to look for to determine if something is
consistent with social marketing
Key features to look for
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What the independent review found
Social Marketing fails
when it narrows its focus on individuals and
a) seeks to treat people as
atomized consumers using a narrow marketing
mindset and b)
doesnt recognise and seek to address the
powerful influences beyond the individuals control
Health Promotion fails
when it postures about the wider influences
without a) having coherent
strategies to address these and
b) loses sight of the individual and the
need to gain deeper contextual
insights into peoples lives
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What the independent review found
Social marketing works!
When its done properly ie recognising difference
between effective rubbish social marketing
Essential to address
the needs of people in their
wider social societal context
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What the independent review found
Social Marketing struggling
Valuable work but too often trapped into a
narrow operational social marketing approach,
little focus or ability to influence wider
societal context Key champions and thinkers of
social marketing had identified the need to
address the upstream issues but practice had
yet to really achieve any substantive impact on
the underpinning politics
Health Promotion struggling
Good community-based health improvement limited
by perceived and often actual, low status.
Limited understanding and respect from key
decision-makers, sometimes internalized
undermining ability to influence socio-politics A
focus on identifying the problems (diagnosis),
too often distracting from the generation of
solutions (treatment). Too often the brand
identity of Health Promotion perceived as wooly,
ineffectual and posturing
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Inspiration from Alan Moore Dave Gibbons
Paramount Pictures
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When super-heros fight
its the people who suffer
Health Promotion?
Social Marketing?
Paramount Pictures
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(No Transcript)
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Examining the relationship
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Shaping the Future of Health Promotion

• DH/Welsh Assembly Government 2005
• Collaboration 2006 RSPH (hosted and led), IHPE,
  FPH, UKPHR
• Supported by small grant from UK Depts. of Health
• Advocacy for specialised health promotion
• Support for the workforce
• www.rsph.org.uk/healthpromotion

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Consultation feedback 1 Health promoters

• Concern that national policy-makers see Health
  Promotion and Social Marketing as the same
• Playing field not seen as level
• Want to see emphasis on what Health Promotion
  brings to national policy
• Social Marketing needs to be set within a
  comprehensive Health Promotion approach

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Consultation feedback 2 Health promoters

• Remember the 5 key pillars of the
  Ottawa Charter
• Building healthier public policy
• Creating supportive environments
• Strengthening community action
• Developing peoples personal skills
• Developing strong partnerships

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A Health Promotion perspective...
Health Education
Law Policy
Organisational Change
Health Promotion
Community Development
Social Marketing
etc, etc
Environmental Change
Advocacy
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Consultation feedback 3

• Health promotion values
• Participation
• Empowerment
• Community engagement
• These processes are health-promoting in
  themselves
• Ref NICE guidance on community engagement for
  evidence base
• They are often neglected in policy

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Consultation feedback 4

• Health Promotion Social Marketing can draw from
  the same theory base and many of same techniques
  (especially health education)
• Social Marketing can support strengthen Health
  Promotion by providing an enhanced set of tools
  focused on changes in actual behaviour

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Consultation feedback 5

• Social Marketing perceived narrowly by some
  Health Promoters, ie only seen in terms of
  lifestyles, specific behaviour change
• Concern about undermining social and
  environmental change
• Need to increase understanding of the STRATEGIC
  SOCIAL MARKETING
• Focus on upstream issues
• Influence of decision-makers policy
• Changing social norms and environmental context

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Consultation feedback 6

• Many of current HP workforce have not been
  trained in social marketing (and sometimes HP!)
• Important to bring competence frameworks together
• Public Health Skills Career Framework
• Marketing Sales Standard Setting Body
• Learning and development strategy

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Our initial conclusions

• The health social challenges are massive
• Our focus must remain on the lives of those we
  seek to serve, making a real difference to them
• We cannot afford to waste time and energy on
  ill-informed and superficial understandings
• Our focus must remain on what works,
  integrating learning and evidence from whatever
  disciplines provide this

Integration sharing of learning methods
between HP SM has ability to strengthen
enhance both
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Discussion DH policy strategy is focused on
integrating learning and methods from both HP
SM

• In doing this, what must not be lost?
• What do you see as opportunities?
• What are the risks or concerns?
• Do you know useful examples of interventions that
  have integrated learning from both? Which?
• What are the key issues in developing guidance
  and tools on commissioning programmes that
  integrate learning and methods?

Consultation runs until end of April 2009
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Thank you
Clive Blair-Stevens
National Social Marketing Centre
c.blair-stevens_at_nsmcentre.org.uk Consumer Focus,
20 Grosvenor
Gardens, London, SW1W 0DH
0207 881 3045
www.nsmcentre.org.uk
Jenny Griffiths
Shaping the Future of Health Promotion
griffhobbs_at_aol.com Royal Society for Public
Health
3rd Floor, Market Towers,
1 Nine Elms Lane,
London, SW8 5NQ 0203 177
1600 www.rsph.org.uk