caroline westwood
TRANSCRIPT
2CV & Public Health England
New Approaches To Reducing Young People’s Risky Health Behaviours
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• New youth prevention campaign
• Faced with a number of challenges & opportunities
• Innovative campaign calls for an innovative approach
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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
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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
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• Evaluating effectiveness of Rise Above website
• Qual & Quant
• Innovative quantitative technique: Timed Scenario questions
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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?
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• An innovative methodology which demonstrated how the campaign could positively influence teen decision making
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