health 2011 the fire service approach. spencer payne warwickshire observatory the effective...

Health 2011 The Fire Service

Approach

Spencer Payne

Warwickshire Observatory

THE EFFECTIVE TARGETING

OF SHARED CUSTOMERS

SORRY!

No, not this

KNOWYOURCUSTOMERS…

+ =

VICTIM

OFFENDER LOCATION

ProblemAnalysisTriangle

Does not applyto ADFs

WHO is the victim?

MOSAIC• Household classification system• 11 Groups• 61 Types• All unique characteristics

demographics

perception of safetyhousehold composition

channel preferences

ethnicitydeprivation / income

hobbies / interests

healthtype of property attitudes

education

MOSAICA Career professionals living in sought after locations

B Younger families living in newer homes

C Older families living in suburbia

D Close-knit, inner city and manufacturing town communities

E Educated, young, single people living in areas of transient populations

F People living in social housing with uncertain employment in deprived areas

G Low income families living in estate based social housing

H Upwardly mobile families living in homes bought from social landlords

I Older people living in social housing with high care needs

J Independent older people with relatively active lifestyles

K People living in rural areas far from urbanisation

GROUPS

MOSAICA Career professionals living in sought after locations

GROUPS

A01 - Financially successful people living in smart flats in cosmopolitan inner city locations

A02 - Highly educated senior professionals, many working in the media, politics and law

A03 - Successful managers living in very large houses in outer suburban locations

A04 - Financially secure couples, many close to retirement, living in sought after suburbs

A05 - Senior professionals and managers living in the suburbs of major regional centres

A06 - Successful, high earning couples with new jobs in areas of growing high tech emp.

A07 - Well paid executives living in individually designed homes in rural environments

& TYPES

A Career professionals living in sought after locations

A01 - Financially successful people living in smart flats in cosmopolitan inner city locations

MOSAIC GROUPS & TYPES

ADF HOUSEHOLDS

0%

4%

8%

12%

16%

20%

A B C D E F G H I J K

MOSAIC GROUP

VOLUMEORRISK?

100 TYPICAL ADF VICTIMS100 TYPICAL

WARWICKSHIRE

HOUSEHOLDS

ADF HOUSEHOLDS WARWICKSHIRE

Group F householdsare 5 times more

likely than ‘average’to experience

an ADF

1 in every 209Group F households

1 in every 3,116Group K households

Group F householdsare 15 times morelikely than Group K

to experience an ADF

RISK

0

100

200

300

400

500

A B C D E F G H I J K

MOSAIC GROUP

5x

4x

3x

2x

Average

No risk

VOLUME

D & B

29%

groups

% of all ADFs

% of all households

RISK

F, G & I

29%

VOLUME or RISK?

31% 8%

PEOPLENOTNUMBERS…

WHERE?

Group F - Clarendon, Brunswick, Newbold, Crown

Group G - Camp Hill, Bar Pool, Wem Brook, Kingswood

Group I - Newbold, Wem Brook, Bede, Caldecott

smokesingle person dwellings

claim benefits / have low incomes / be unemployed

high levels of debt / CCJs

purpose built flats

poor general health mental health issues

sleep lots and watch TV

public rented dwellings betting and bingo

WHO? The types of households that aremost likely to experience ADFs arealso the types of households thatare most likely to have thefollowing characteristics…

Social Housing

0

50

100

150

200

250

300

350

400

0 100 200 300 400 500 600ADFs

Soci

al h

ousi

ngWHO?

4x

3x

2x

Avg.

Avg. 2x 3x 4x 5x 6x

Smoking

020406080

100120140160180

0 100 200 300 400 500 600ADFs

Smok

ing

WHO?

2x

1.5x

Avg.

0.5x

Avg. 2x 3x 4x 5x 6x

Chronic liver disease / Cirrhosis

0

50

100

150

200

250

300

0 100 200 300 400 500 600ADFs

Chro

nic

liver

dis

ease

/ C

irrho

sis

WHO?

3x

2x

Avg.

Avg. 2x 3x 4x 5x 6x

Schizophrenia

050

100150200250300350400450

0 100 200 300 400 500 600ADFs

Schi

zoph

reni

aWHO?

4x

3x

2x

Avg.

Avg. 2x 3x 4x 5x 6x

HOW?

HOW?Shopping at Farmfoods

0

50

100

150

200

250

0 100 200 300 400 500 600ADFs

Shop

at F

arm

food

s

2.5x

2x

1.5x

Avg.

0.5x

Avg. 2x 3x 4x 5x 6x

HOW?Likelihood of having no bank account

0

50

100

150

200

250

0 100 200 300 400 500 600ADFs

No

bank

a/c

Avg. 2x 3x 4x 5x 6x

2.5x

2x

1.5x

Avg.

0.5x

HOW?Betting & Bingo

0

50

100

150

200

250

0 100 200 300 400 500 600ADFs

Betti

ng

Avg. 2x 3x 4x 5x 6x

2.5x

2x

1.5x

Avg.

0.5x

0

50

100

150

200

250

0 100 200 300 400 500 600ADFs

Bing

o

Avg. 2x 3x 4x 5x 6x

2.5x

2x

1.5x

Avg.

0.5x

YOUR CUSTOMERSARE THEIR

CUSTOMERS TOO…

Mosaic gave us broad descriptions

of ‘typical’ ADF victims

Could we test thetheory against‘real people’?

F&R identifiedADF victims

NHS Warwickshiretrawled patient

databases

CommunityHospitalContacts

MentalHealth

Outpatients

Mental HealthCommunity

Contacts

= Warks Pop. = Warks ADF victims

RECAP...

spencerpayne@warwickshire.gov.uk

+ =