Key health lifestyle areas: current rates past trendsud(For Government PSA targets arising from ‘Choosing Health’udwhite paper priorities) NSMC Report 12

摘要

This paper is part of work contributing to the independent National Review of healthrelated programmes and social marketing campaigns that was first announced asudpart of the Public Health White Paper ‘Choosing Health’. The work was undertakenudby the National Social Marketing Centre and was published in June 2006.udThe discussion and consultation that fed into the development of that White Paper had highlighted a number of concerns. Two of particular relevance to this work were:ud• A growing realisation that continuing with existing methods and approachesudwas not going to deliver the type of impact on key health-related behavioursudthat was needed.ud• Other comparable countries appeared to be achieving more positive impactsudon behaviours by using and integrating a more dynamic customer-focusedudsocial marketing approach into their methods.udAs a result, it was agreed that a National Review should be undertaken to examine the potential of social marketing approaches to contribute to both national and localudefforts, and to review current understanding and skills in the area among key professional and practitioner groups.udThe National Consumer Council was asked to lead this work as they had been key advocates for a more consumer-focused approach. It was also recognised that an independent aspect to the review would be important so that existing practice across the Department of Health could be considered and recommendations developed.udTo inform the National Review a range of research methods and approaches were used. This report is one of a range of research and review reports that have informed theudNational Review.