Go London! Leveraging the 2012 Games for h lth improvement health i t Behaviour Change Practice Exchange Session 25 February 2010 Hilary Ross 2012 Programme Director NHS London
Leading the London NHS response to the Games
Legacy
Our strategy gy for health improvement legacy Generate a sustained behaviour change of levels of increased participation in physical activity of: •300,000 more adults participating regularly in sport of physical activity •150,000more adults lifted out of inactivity •30,000 more adults reaching the CMO recommended levels of participation http://www.thinkfeetfirst.com/we bfiles/docs/Go%London_163 07_LR_Web.pdf 22/03/2010
Core themes •
Encouraging local usage of the 2012 ‘Festival Effect’ to supportt behaviour b h i change h
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Energising Local Systems to focus on activity for 2012 health legacy
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Targeting the Inactive utilising social marketing research
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Promoting physical activity for 2012 through Workplace Health & Wellbeing
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Exploring the use of Incentivisation & new Technologies to get Londoners more active for 2012
Maximising g the ‘festival effect’
“The festival effect works by building a sense of community involvement where everyone gets involved in activities simply because they want to feel part of the occasion.” Rt Hon Andy y Burnham SoS for Health
http://www.london.nhs.uk/webfiles/Independent %20inquiries/quickreferenceguide.pdf
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Energising g g local systems y
System levers e.g. PCT assurance Support to the NHS on commissioning physical activity for health Self assessment tools Pan-London social marketing campaigns and local toolkit
Targeting g g the inactive Identification of population segments – BME – Deprived p areas – Older people – People with disabilities / LTCs Utilise customer insight g http://www.promotingactivitytoolkit.com /Communicationsplans/tabid/154/Default .aspx p
Target interventions to key groups – Community roadshows 7 22/03/2010
– Walking campaign
Targeting g g workplaces p
NHS and other public services are major employers in London
National policy impetus
NHS CEO Champion appointed
London NHS cycling strategy
NHS workplace grants 8 22/03/2010
New technology gy and social innovation Online O li competition titi to t stimulate ti l t engagement
Workshop at City Hall to develop p shortlisted projects p j
ÂŁ15k plus ‘in in kind’ kind support to launch winning project
www.go.london.nhs.uk
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22/03/2010
Lessons from Vancouver BC aimed to be healthiest place to h t a Games host G Launched ActNow BC www.actnowbc.ca/ Strong political leadership Expertise E ti iin marketing k ti / fundraising Majored on low cost, wide reach programmes utilising the web etc