We produced a range of methodologies which resulted in devoted resources and budget supporting strategies likely to achieve maximum impact and influence the population.

Background

We have been working with the Sandwell Public Health team on a range of marketing and communications projects. Our services have involved research and insight (including focus testing), campaign development, and creative, design and digital support. Our work with the team has predominantly focused on social marketing interventions for areas that are high on the Council’s public health agenda and supporting corporate communications, specifically the annual report. ​

The public health team were lacking insights that outlined the landscape of tuberculosis, flu in school-aged children, HIV and school readiness in Sandwell.​

Action

As part of our delivery, we have produced a storytelling ‘gifographic’ to convey key information related to children’s health and activity and co-created campaign concepts for sensitive topics such as smoking in pregnancy, all abiding by the Council’s brand guidelines. ​

Over the course of our delivery, we have heavily engaged with the local population to obtain primary insights to evidence base and inform suitable approaches. In 2017, the team required insights into four local health priorities to shape communication strategies and social marketing interventions for the area. It was important that this laid the groundwork for the local behaviour change and considered the challenges of the local environment (i.e. funding). ​

We assessed international, national and local research to identify prevalence, perception and examples of best practice associated with each priority area. Our methods included desk-based research, stakeholder mapping and telephone interviews with those who were close to each subject area. We explored local awareness and understanding of the issues, and triggers for behaviour change (for example, what would motivate someone to get screened for HIV). These scoping tactics allowed a series of possible interventions to be explored with stakeholders and ‘influencers’ of the audience. ​

Impact

Through a range of scoping methodologies, our team sourced a range of valuable insights to steer the strategic direction for behavioural change interventions.​

As a result, a scoping report for each priority was produced. Within each report we highlighted key themes, examples of best practice and recommendations for local interventions. Relevant barriers that could hinder the effect of these interventions were also included, such as limited access to existing resources. ​

Using segmentation techniques including the application of TARPARE (segmentation), specific audiences were identified as the most likely to need a behaviour change. As a result, the public health team have been able to devote resources and budget to strategies that are likely to achieve the maximum impact and influence the population.​

Further information

If you would like more information about our services, you can contact us on our help and contact page.