Tameside Has Used One You to Help Residents Improve Their Health

How Tameside has used One You To help residents improve their health What’s the scale of the challenge? People in Tameside live around 58 years in good health. With life expectancy around 78 years Tameside Metropolitan Borough lies seven miles for men and 81 years for women, many people east of Manchester. It has a strong industrial spend over 20 years living with long term health heritage and is made up of nine towns, with conditions in later life. The most prevalent conditions a diverse mix of people and places. Its strong are largely preventable, including cardiovascular manufacturing tradition and large service sector disease, cancer, respiratory disease, hypertension mean a high number of people are employed in and type two diabetes, and are often linked to routine, manual, or unskilled work, on relatively low lifestyle choices. wages. Currently 9.1% of the population come from black and ethnic minority backgrounds. On average 819 residents die prematurely in Tameside every year. The major contributors to these early deaths are tobacco and alcohol use, physical inactivity and excess weight. Objectives The public health team in Tameside Metropolitan Borough Council wanted to embed the One You campaign into the communities and neighbourhoods of Tameside outside of its usual communication channels of social media and out of home media. The aim in doing this was to speak to ‘real’ people living in Tameside about their health and wellbeing and how the One You campaign can support them to live happy and healthy lives. As a result, Tameside wanted people to use the One You How Are You Quiz to prioritise behaviour changes and use the appropriate apps to help and Tameside One You Roadshow at Denton Crown Point North support them in those changes. The solution Tameside’s solution to these objectives was to commission a company who had the skills and expertise to talk to Tameside residents on an equal level but with the professional understanding of health improvement. ODM Ltd, a specialist face-to-face marketing agency, was selected to complete 46 days outreach events as a roadshow across the neighbourhoods of Tameside where footfall is known to be high. Their team of experienced brand ambassadors received health improvement training from the Be Tameside One You Roadshow at Hyde Market Well Tameside service. Hall with Executive Member, Cllr Ged Cooney These events took place during February and April 2017 in Ashton Market Hall, Hyde Market Hall and Denton Crown Point, with further dates set in September and November 2017. At these events, the ODM One You Outreach Workers engaged with Tameside residents about their health and wellbeing and helped them to complete the How Are You Quiz using iPads. As residents completed the quiz and, depending on the results, the team assisted residents to download the relevant One You apps including: Easy Meals, Couch to 5K, Active 10, Drinks Tracker, Days Off and Smokefree. ODM’s Campaign Manager, Caroline Lewis said ‘The How Are You Quiz has been brilliant to work with. We have had a superb response from the public who have been open to discussing their quiz results and lifestyle changes they would like to make.’ Results • What was your budget? £19,000 (for February, April, September and November activity) • What were the results? Tameside has been delighted with the results from the February and April campaigns: 1,728 conversations initiated, 942 How Are You Quizzes completed, over 600 apps downloaded by our residents with ODM at the events. • How did the results compare with expectations or against targets that were set? Tameside is well on target to achieve the KPI set, currently delivering 145% of target for the number of How Are You Quizzes to be completed each day. • Were there any additional benefits to the campaign? Using experienced brand ambassadors from ODM meant that Tameside hit the ground running and was pleasantly surprised by how well people in Tameside engaged with the team as well as how willing they were to talk about their health. The positivity and support from the ODM Outreach Team was well received by the people of Tameside – both professional and resident! • Was there any other evidence of success? The campaign was welcomed by the Social Marketing Group and in particular Be Well Tameside, who joined the road shows to support anyone who wanted a referral to the service for hand holding support. Following the success of its initial One You activity, Tameside has further commissioned ODM Ltd to attend Tameside Armed Forces Day and the Hospital Open Day which collectively have a footfall of over 10,000..

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