Blackpool LIFE campaign – Rise to the Challenge
| Description | A branding that will be easily recognised and associated with health messages by agencies and the public. |
|---|---|
| Setting | Blackpool |
| Populationting | Population within the areas of highest deprivation across Blackpool. |
| Intervention summary | All relevant publications are branded with LIFE campaign and logo. The logo is regularly used on promotional messages and other media tools and also for healthy vending machines in public buildings and schools. |
| Outcome Summary | Take-up in services and health promoting activities such as stopping smoking or an increase in participation in physical activity. |
| Startup Cost | Start up costs: £25 000. Annual running costs: £5000-10 000. |
| Running Cost | £5000-10 000 |
| Funding | Through public health campaigns |
| Started | Summer 2005 |
| Ended | Ongoing |
| Location | Blackpool, England |
| Contact |
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Background
Blackpool LIFE campaign is a branding that will be easily recognised and associated with health messages by agencies and the public. The overarching campaign has four key themes which will link partners and help tackle inequalities. These are: nutrition and physical activity; accidents/falls prevention; alcohol and substance misuse (including smoking); and sexual health and teenage pregnancy.
What is the problem you are trying to solve?
To have a joined up approach to the way key inequalities within Blackpool are addressed using the LIFE campaign as a branding that will be easily recognised and associated with health messages by agencies and the public.
What local organisations are involved?
Primary Care Trust (PCT) Public Health Directorate and wider public health workforce, PCT Communications, Local Authority (Leisure, Culture & Community Learning, Communications and Road Safety) and Lancashire Police. The initial campaign was supported by Blackpool Borough Council, Lancashire Police and the Blackpool Gazette.
How many people are running this project and who are they?
It is a partnership between the PCT, council and police but is public health led.
What local population are you targeting?
Population within the areas of highest deprivation across Blackpool - the three key neighbourhood renewal areas (Reassurance+) and the wider population
How many people are you targeting?
Not known.
Interventions
What interventions are you using to address the problem?
The initial launch of the campaign aims to raise awareness - all relevant publications are branded, and the LIFE campaign and logo are regularly used on promotional messages and other media tools. The logo is to be used as branding for healthy vending machines in public buildings and schools and to promote health related messages.
Is the project design based on evidence? If so, please state reference.
No.
Outcome
What outcomes or planned outcomes are you measuring?
The ultimate outcome is life expectancy. Interim outcomes are take-up in services and health promoting activities such as smoking cessation and an increase in participation in physical activities.
Do you have any outcomes or results yet? If so, what are they?
Difficult to measure other than recognition of our logo and key messages
Is your project relevant to a government target or guideline?
PSA 10a: To halt the year on year rise in obesity among children under 11 by 2010 in the context of a broader strategy to tackle obesity in the population as a whole 1 , and the 5 A Day programme 2 .
Feedback
What obstacles did you have to overcome to set up this project?
Although the campaign has been partnership led and supported by key PR departments, the biggest obstacle was gaining recognition from within partner agencies to use the branding across all directorates and initiatives, this has taken some time. It was also been time consuming to keep the initiative ‘alive’.
What have you learned about the project so far?
The campaign has given a platform to initiatives/programmes of work. It encourages joint working, avoids duplication and promotes partner agendas.
What would you do differently?
We would have a dedicated team from across the partners.