9
2CV & Public Health England New Approaches To Reducing Young People’s Risky Health Behaviours

Caroline Westwood

  • Upload
    mrs

  • View
    120

  • Download
    1

Embed Size (px)

Citation preview

Page 1: Caroline Westwood

2CV & Public Health England

New Approaches To Reducing Young People’s Risky Health Behaviours

Page 2: Caroline Westwood

2

• New youth prevention campaign

• Faced with a number of challenges & opportunities

• Innovative campaign calls for an innovative approach

Page 3: Caroline Westwood

3

Campaign underpinned by evidence, research & co-creation

Strategic direction, insight & planning Evidence base: desk research, academics & previous research Extensive qualitative & quantitative research

Analytics & contentCo-creation with young people; feedback from customer facing staff Test, learn, refine; pilot, alpha & beta testing

Page 4: Caroline Westwood

4

Starting with a deep dive into the target audience

Utilising a plethora of qualitative methodologies

Understanding young people’s lives, perceptions of health & risk behaviours, understanding conversations around risky health behaviours & opportunities for improving communication & reducing risk

Page 5: Caroline Westwood

5

• Evaluating effectiveness of Rise Above website

• Qual & Quant

• Innovative quantitative technique: Timed Scenario questions

Page 6: Caroline Westwood

6

Imagine you have just started a new school and after school, you go to the park with a group of newfriends you have just met. You are all having a good time and one of them who you really like, offers you acigarette for the first time. What would you do?

You are with some friends and other people from school at a shopping centre in town and some of themare pressuring you to do something you don’t want to do. It all seems like a joke to start with but quicklyyou feel uncomfortable about it, as all their attention is put on you. What would you do?

You are at a party at a friend’s house and there don’t seem to be any adults around. Everyone is havingfun, the music sounds great and one of your friends who everyone likes in school offers you a joint ofcannabis (weed) for the first time. What would you do?

Timed scenario questions

Read the question and answer options and let us know how you personally would act in that pretend situation. You have will only have 10 seconds to make your choice.

What would you do?

Page 7: Caroline Westwood

7

• An innovative methodology which demonstrated how the campaign could positively influence teen decision making

Page 8: Caroline Westwood

8