public health service - 2014-2017
Increasingly rapid technological development is transforming our capacity to inspire and support health-related behaviour change to a broad audience. As a result, interactive digital technologies, supported by mobile phones, tablets and apps are increasingly becoming the key channels by which we recruit and interact with our target audiences.
An ‘always on’ digital approach
Since 2014 we have started to move away from annual ‘big’ campaign bursts and have been supplementing them with lower levels of ‘always on’ activity, and nowhave a constant presence in the market via digital channels. This meets the needs of our customers better as they may be looking to make healthier changes at any time throughout the year.
Last year, for example, the Starting Well programme conducted an ‘always on’ pilot for its Couch to 5K app, which generated over 250,000 downloads.
Digital innovation
Our digital innovation team has been structured to capitalise on the emerging potentialof digital and is now focused on building a pipeline of digital behaviour change
support tools, which are free at the point of use. We will use a range of delivery modelsto create these products, following Government Digital Service design principles,
to ensure we are harnessing the skills and creativity of the technology sector andsupporting the growth of small and medium enterprises (SMEs).
In the past year alone, we have delivered 10 new digital products:
• Meal Mixer: every Friday for four weeks we send a free tasty, healthy recipe to cook at home from scratch for around £5 per meal
• Smokefree: a one-month quit programme consisting of free encouragement anddaily support
80% of the population now own a smartphone;
this means people now have a device in their pocket that can determine where they are, how many steps they are taking, how quickly their heart is beating and instantly share every action they take. The web is normally mobile first
this means people now have a device in their pocket that can determine where they are, how many steps they are taking, how quickly their heart is beating and instantly share every action they take. The web is normally mobile first
Making healthy food choices when faced with so many options can be difficult.
2/3 adults overweight or obese
80% Population owning a smartphone
This growth in mobile technology has borne an age of media multi-tasking: 75%
of adults ‘second screened’ (looked at their mobile, tablet or laptop while watching television) in the last week30. According to OFCOM, the average adult now spends 11 hours and seven minutes consuming media each day, up from eight hours 48 minutes in 2010. Tellingly, these 11 hours are crammed into eight hours 41 minutes,as people use more than one device or access more than one channel at once31.
of adults ‘second screened’ (looked at their mobile, tablet or laptop while watching television) in the last week30. According to OFCOM, the average adult now spends 11 hours and seven minutes consuming media each day, up from eight hours 48 minutes in 2010. Tellingly, these 11 hours are crammed into eight hours 41 minutes,as people use more than one device or access more than one channel at once31.
In 2014, for the rst time, more people accessed online content by following linksin social media sites than by searching for it directly. This switch illustrates the scale of social platforms. In a single day it is possible to reach 24 million daily users ofFacebook in the UK34. This makes Facebook nearly ve times bigger than The Sun newspaper, and even for older, less a uent people we are seeing usage increase: 40% of 40 to 60-year-olds in the C2D socioeconomic group visit Facebook daily35.
Social channels also allow us to reach people directly when they are thinking about their health. Six million health conversations took place in the social sphere duringthe past year.
Social channels also allow us to reach people directly when they are thinking about their health. Six million health conversations took place in the social sphere duringthe past year.
Increasingly rapid technological development is transforming our capacity to inspire and support health-related behaviour change to a broad audience. As a result, interactive digital technologies, supported by mobile phones, tablets and apps are increasingly becoming the key channels by which we recruit and interact with our target audiences.
An ‘always on’ digital approach
Since 2014 we have started to move away from annual ‘big’ campaign bursts and have been supplementing them with lower levels of ‘always on’ activity, and nowhave a constant presence in the market via digital channels. This meets the needs of our customers better as they may be looking to make healthier changes at any time throughout the year.
Last year, for example, the Starting Well programme conducted an ‘always on’ pilot for its Couch to 5K app, which generated over 250,000 downloads.
Digital innovation
Our digital innovation team has been structured to capitalise on the emerging potentialof digital and is now focused on building a pipeline of digital behaviour change
support tools, which are free at the point of use. We will use a range of delivery modelsto create these products, following Government Digital Service design principles,
to ensure we are harnessing the skills and creativity of the technology sector andsupporting the growth of small and medium enterprises (SMEs).
In the past year alone, we have delivered 10 new digital products:
- Get Going: which provides a personal activity plan
- Smart Restart: which makes it easier for children to exercise more and eathealthier foods by breaking everything down into little steps
- Do One Thing: supports healthy changes by suggesting one thing to change
- Couch to 5K app: supports people to get o the couch and running 5km in justnine weeks
• Meal Mixer: every Friday for four weeks we send a free tasty, healthy recipe to cook at home from scratch for around £5 per meal
• Smokefree: a one-month quit programme consisting of free encouragement anddaily support
33
- Start4Life Parents: free pregnancy and baby emails
- Smart Step-O-Meter: counts daily steps and records progress
- Booze Buster: a free smart tool that provides tips and support to help you chooseless booze
We are planning to launch two additional products in early 2016:
• an online digital quiz called ‘How Are You?’ aimed at adults that encourages themto refocus on their own health and directs them towards tools and products thatcan help them make change across the ve key areas: checking more, eating better,drinking less, moving more and stopping smoking
2017-2020
the potential of digital is not just as a means ofreaching people, but as an analytic tool: people’s online behaviour can be predictive of their responsiveness to our programmes, with them giving us little digital clues that they may be starting to think about change.
people spend more time looking at their smartphone than the tv
81% of adults go on their smartphone everyday
people demand more - companies like amazon, uber and deliver are raising expectations
younger people tend to scroll faster, older audiences are more likely to watch video content.
They make all mobile content first, aim to tell their stories under seconds and to work without sound in a seamless experience.
In the One you's ap it was found that breaking tasks up and adding incentives worked well.
people spend more time looking at their smartphone than the tv
81% of adults go on their smartphone everyday
people demand more - companies like amazon, uber and deliver are raising expectations
younger people tend to scroll faster, older audiences are more likely to watch video content.
They make all mobile content first, aim to tell their stories under seconds and to work without sound in a seamless experience.
In the One you's ap it was found that breaking tasks up and adding incentives worked well.
using technology to change behaviour at greater scale and pace, including making the most of digital channels
we help people understand how modern life makes it hard to live healthily and provide them with easy-to-implement solutions rather than blaming them for their behaviours or for their poor health
supports families with children aged 3 to 11. Our recent Be Food Smart and Sugar Smart apps have had over three million downloads to date (see more detail in Sugar Smart case study overleaf). Over a million children have been active over the summer due to our 10 Minute Shake Up campaign20 and over 200 organisations have provided £81.6 million21 worth of in-kind support for the programme since its inception
Schools provide a valuable route to reach children and families and can be extremely e ective in helping people to make positive changes.
our grocery retail and manufacturer partners have helped to encourage shoppers to trial healthier options via money-o vouchers and point-of- sale advertising in 15,000 high street retailers; critical given that 76% of purchase decisions are made instore
Technology is changing how people live, how they behave, socialise, receive and share news and information, shop and relax. Accordingly, we are evolving our approach with new strategies, tools and techniques that take account of how people live their lives in the digital space.
75%35 of PHE’s marketing content is now viewed on a mobile device
we design all our content mobile rst, nancial incentives
new partnership opportunities are emerging and we will seek to form coalitions among those who reach and engage our audiences. Examples include: working with mobile handset producers to in uence what health software is pre-loaded to devices, or collaborating with third parties to merge datasets and drive healthier purchasing
they will;
add value by focusing resources on developing digital support tools which
meet user needs and are not currently provided by the market (and accessible to our audiences and free at point of use continue to apply a user centric approach and align with emerging industry best practice by designing optimal mobile (rst) web experiences and engaging our audiences where they are online
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