engage in Multiple Unhealthy Behaviours in Kirklees ? At the end of - - PowerPoint PPT Presentation

Healthy Foundations Segmentation Profiles: WHY do people engage in Multiple Unhealthy Behaviours in Kirklees? At the end of this presentation we will have:

• Briefly examined the prevalence and trends in multiple

unhealthy behaviours in Kirklees.

• Described the Healthy Foundations (HF) model and examined

the link between multiple unhealthy behaviours, HF segment profiles and the wider determinants of health.

• Suggested approaches to improving multiple unhealthy

behaviours underpinned by the HF approach.

• Discussed issues linked to the measurement & analyses of

multiple behaviours and outlines future considerations.

Trends:

• The proportion of the population engaging in 3 or more multiple unhealthy

behaviours between 2005, 2008 and 2012 was (21%), (16%) and (20%) respectively;

• those with 0 unhealthy behaviours increased significantly between 2005 -

2012 (9 -16%) and this trend was more evident in the least deprived IMD quintiles.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% IMD Quintile 1 (most deprived) Quintile 2 Quintile 3 Quintile 4 Quintile 5 (least deprived)

Prevalence of multiple lifestyle unhealthy behaviours in Kirklees (2012) within IMD quintile

4 unhealthy behaviours 3 unhealthy behaviours 2 unhealthy behaviours 1 unhealthy behaviour 0 unhealthy behaviours

Healthy Foundation Segments:

Health Conscious Realists 21% Balanced Compensators 17% Hedonistic Immortals 19% Unconfident Fatalists 18% Live for Todays 25%

National Kirklees

Unconfident Fatalists

27%

Health Conscious Realists

26%

Balanced Compensators 15% Live for Todays 20% Hedonistic Immortals 11%

A big challenge? A local asset?

Life stage and our environment are the other 2 of the 3 core dimensions

• f the HF model.

4 sub-segments/ quadrants in national HF study which describe how we respond to our circumstances….

Fighters Thrivers Survivors Disengaged

Fighters fit well with ABCD approach, health trainers and health champions

Approach Present change as worthwhile Support/handhold/ Take small steps Tackle mental health issues. Format Coordinated approach to multiple issues BUT considering each issue in a staged way Communication NHS branding Peer testimonials ‘people like us can change’. Engagement Face to face through trusted channels

Unconfident Fatalists

Approach ‘Sell’ positive links between health and their lifestyle. Format Multiple health issues

• understood. Individual

support to empower and set goals that included celebration and enjoyment Communication Government/NHS branding Communications around physical Appearance or messages that stress the pleasure of healthy behaviour. Informal sources of info about health and lifestyle. Engagement Prefer multiple channels/influencers

Hedonistic Immortals

Approach Ongoing monitoring Mentoring Evaluation Hands-on or practical approaches Format Coordinated approach to multiple issues BUT considering each issue in a staged way Each single issue delivered in a structured format Communication Government/NHS branding Believe GP best source

• f health advice

Peer testimonials ‘people like us can change’ Info on current risk, supported by a Plan Engagement Need to go to them, wont shop around for info and advice. Friends viewed as positive influencers

Live For Today

Approach Non-prescriptive approach ‘Maintain wellness’ rather than prevent Illness Primary care setting preferred. Format Multiple health issues approach, non medical Facilitative approach building on existing positive attitudes and behaviour. Communication Government/NHS branding not appropriate and needs to be local Individual choice to respond to info and set goals as a result. Engagement Already engaged with health so prefer facilitation approaches

Health Conscious Realists

Approach Encouragement to maintain positive behaviour Raise awareness that risky behaviour may not be compensated for Format Multiple health issues understood but don’t bundle together if not relevant Sign-posting of individual support for lifestyle interventions in non medical setting Communication Government/NHS branding not appropriate and needs to be local. Clear signs and information as segment will respond once aware of availability Engagement Prefer to search for

• wn info

Balanced Compensators

Approaches to behaviour change underpinned by HF motivation segment profiles

Future Considerations

• Consensus
• n

measurement

• f

individual behaviours (Diet/PA/Alcohol/Smoking)

• Differentiate between multiple and clustered behaviours ‘clustering

exists when the observed combination of lifestyle risk factors exceeds the expected prevalence of the combination’*

• Building evidence base
• Sharing best practice from an analyses and practice perspective

(forum/webpage?) Better understanding of the WHO and the WHY – now need to understand the HOW to change these behaviours.

* Poortinga, W (2007) The prevalence and clustering of four major lifestyle risk factors in an English adult population. Preventative Medicine 44; 124 - 128