Contents
Foreword 3
Introduction 4
Executive Summary 5
1.0. Health Marketing: Approach and 2013-14 highlights 7
Purpose of this document 7
The role of health marketing 7
2013-14 Highlights 8
2.0. Background: The Burden of Disease and External Trends 10
Key external trends 11
3.0. How we will innovate: Strategic principles 13
We are locally-driven 13
We prototype, learn and refine 16
We will create more innovative content 18
We will provide 'on-demand' digital public health 19
We will only ever work in partnership 21
4.0. What we will invest in: PHE's marketing investment model and budget 22
Results: Criteria, data and model structure 22
Model outputs and actions 23
2014-15 Budget 24
Next steps 24
Addressing inequalities 25
5.0. Activating The Strategy: Our Approach By Lifestage 26
Brand Architecture 27
Our current brand architecture 27
6.0. Starting Well 28
6.1. Start4life and the Information Service for Parents: Making it easier for parents to give their children the best start 28
Overview and Objectives 28
Target Audience 29
Major Deliverables 29
6.2. Change4Life: Making it easier for families to eat well and move more 30
Introduction 30
Obesity Trends 30
Approach and Key Achievements to Date 30
Ambition and Vision 32
The Change4Life Vision 33
Objectives and how we will meet them 33
Achieving those ambitions: supporting the Change4Life movement 34
Major Deliverables 2014-15 35
6.3. Rise Above and FRANK: Making it easier for young people to be resilient 37
Overview 37
Objectives 39
Learning from 2013-14 pilots 39
Case study of The 4:01 Show 40
Approach 41
Major Deliverables 42
Outcomes 43
FRANK 43
7.0. Living Well 44
7.1. Smokefree: Making it easier for smokers to stop for good 44
Overview and Objectives 44
Target Audience 45
Major Deliverables 45
7.2. Exercise and Diet: making it easier for adults to eat well and move more 46
Overview and Objectives 46
Target Audience 46
Major Deliverables 46
7.3. The Five Ways to Wellbeing pilot: Making it easier for adults to improve their mental wellbeing 47
Overview and Objectives 47
Target Audience 48
Implementation 48
7.4. Alcohol: Making it easier for adults to drink at lower-risk levels 49
Overview and Objectives 49
Target audience 50
What do we know about increasing and higher risk drinkers? 50
What have we learned from previous efforts to address increasing and higher risk drinkers? 51
Major Deliverables 52
Conclusion 53
7.5. Sexual Health: Making it easier for adults to have good sexual health 54
Overview 54
Current and recommended approach 54
8.0. Ageing Well 55
8.1. Early Symptom Diagnosis: Making it easier to get diagnosed earlier when a symptom occurs 55
Overview and Objectives 55
Campaign activity to date 56
Be Clear on Cancer Posters 56
Skin Cancer 56
Breathlessness 56
Act FAST 57
Major Deliverables 57
8.2. 'Check': Making it easier to regularly check your health 58
Overview and objectives 58
Learning from 2013-14 58
March 2014 Blood Pressure Pilot 59
Blood Pressure pilot: Target Audience 59
Blood Pressure pilot: Insight 59
Blood Pressure pilot: Major Deliverables 60
Our approach to 'check' from 2014-15 onwards 61
8.3. Dementia: Making it easier to look after friends and family with dementia 62
Overview and objectives 62
Approach 62
9.0. Health Protection: making it easier to avoid illness and get the right treatment 63
9.1. Boosting vaccination uptake 63
9.2. Emergency response 63
9.3. Antimicrobial resistance 63
10.0. Contact Details and Contributors 64
Contact details and provision of services to other organisations 64
Authors 64
11.0. Activity calendar 2014-2015 65
Change4Life: what we have learned 67
Why Change4Life was created 67
How the Change4Life programme was designed to work 68
What has been achieved? 70
Evidence of improving behaviours 71
What is happening to obesity levels? 73
What Change4Life got right 74
Working with people not dictating to them 77
Targeting 77
Where we have learned and evolved 79
Our approach to behaviour change 79
The Change4Life behaviours 82
Where our jury is still out 83
What we invested in Change4Life 84
Evaluation 84
Conclusion 86
Appendix 1. Allocation Model 87
Model development 87
Evidence review 87
Published peer-reviewed evidence 88
Results: Evidence review 89
Evidence of effectiveness in specific health topics 89
Public Health England - Campaign Calendar 2014-2015 91