1. Public Health Campaigns
Every year, new public health mass media campaigns are launched attempting to change health behaviour and improve health outcomes.
Olaolu Oloyede
CPhO Clinical Fellow
Public Health England
@OlaoluOloyede1

2. Structure of the Day History of Public Health campaigns
Antibiotic Guardian
Making Every Contact Count
Group exercise
Presentations
Develop key messages for campaign and present
Introduction to PH Campaigns – 10 mins
Making every contact count – 5 mins
PH Campaign exercise – 15 mins
Presentations from groups – 10 mins
Resources/videos – 5 mins
Public Health Campaigns

3. History of Public Health Campaigns
Fighting fit 1900 – 1938
War of welfare 1939 – 1959
Age of aspiration 1960 – 1985
Age of fear 1986 – 2005
Age of participation 2006 – 2017
A century of PH marketing
Public Health Campaigns

4. Fighting fit 1900 – 1938
First World War that gave rise to a whole suite of information campaigns aimed at exhorting the population to change their eating and drinking habits in support of the war effort.
Don't Take Alcoholic Drinks - The impetus behind this 1916 poster was to maintain high work rates in factories and farms for the war effort. As part of the Defence of the Realm Act, beer was watered down, pub opening hours were restricted to lunchtimes and evenings, and buying rounds of drinks was outlawed.
Sailors and Soldiers - The Pipes & Tobacco League sent tobacco to soldiers on the frontline, believing it beneficial for their health and morale. Many of the six million men who served during the First World War were introduced to smoking when they joined up. Free tobacco supplies helped them develop a regular habit.
A Department for Information was established in 1917 that employed professional writers and adopted the techniques of the advertising industry.
1922 – first BBC radio broadcast
Number of radio licences:
1923 – 200,000
1934 – 5.7 million
Public Health Campaigns

5. War to welfare 1939 – 1959
Government intervention in public health went even further during the Second World War. Food shortages and rationing necessitated nationwide campaigns about the nutritional value of foods, and how to grow and cook them.
Coughs and Sneezes - This is one of a series of wartime posters aimed at persuading people to take precautions against spreading common illnesses. The poster deploys both humour and a catchy phrase, still familiar today, to get its message across in a memorable way.
Diphtheria Costs Lives - In 1940, there were 3,283 notified deaths from Diphtheria in the UK. A vaccine for diphtheria was introduced in 1942 as a national programme. This wartime poster of 1943 used striking imagery to urge mothers to get their babies inoculated. As a result of the introduction of the vaccine, there were only six deaths from diphtheria in 1957.
1954 – Television Act enables commercial TV channels
1948 – 50,000 TV licences
1959 – 9 million TV licences
1948 – 1.64 billion cinema admissions
Public Health Campaigns

6. Age of aspirations 1960 – 1985
Britain emerged from post-war austerity into an era of growing wealth and optimism. Cutting edge technology and research had profound effects for medicine and public health. Attention began to shift from treating the diseases of poverty to those of affluence.
Would you be more careful? - This 1969 poster was created by Cramer Saatchi for the new Health Education Council. Regarded as ground-breaking in the history of public health marketing, the image of the pregnant man was initially thought too shocking to use.
Is your body coming between you? - Attempts to persuade people to eat a healthier diet were aimed at men as well as women. Both of these posters show the evolution of public health marketing towards encouraging individuals to take personal responsibility and exercise self-restraint in the interests of better health.
1973 – first UK commercial radio stations begin broadcasting
Homes with TVs:
1960 – 11 million
1985 – 20.6 million
Public Health Campaigns

7. Age of fear 1986 – 2005
The spread of AIDS, concerns about genetic cloning, food safety scares and increasing evidence about the harms of smoking and alcohol to health, cast shadows over these decades. Public health marketing often took on a darker tone.
Don't Die of Ignorance - Government’s largest ever public health campaign to date launched in 1986 to educate people about HIV and AIDS. Explicit information about how it was contracted, that it was not restricted to homosexual men, and that it had no effective treatment made for a controversial campaign, that re-shaped a generation’s attitude to sexual health.
No Wonder Smokers Cough - Increasing legal restrictions on the advertising of cigarettes and tobacco; a complete ban on smoking on the London Underground network following the King’s Cross station fire in 1987; and research on the risks of passive smoking, led to more hard-hitting anti-smoking campaigns.
Homes with TVs:
million
Homes with internet access:
1998 – 9%
2005 – 55%
2004 – Facebook launches
Public Health Campaigns

8. Age of participation 2006 – 2017 Starting Well Living Well Ageing Well
Public Health Campaigns

9. Antibiotic Guardian
Public Health Campaigns

10. Antibiotic Guardian
Public Health Campaigns

11. Public Awareness Visuals
Public Health Campaigns

12. Keep Antibiotic Working
Highlights the serious risk to you and your family if you are taking antibiotics when you don’t need
Advise to always take the advice of a healthcare professional on antibiotics
Estimated 5000 deaths per year in England due to antibiotics no longer working
Public Health Campaigns

13. Keep Antibiotics Working
Video
Public Health Campaigns

14. Public Health Campaigns

15. Making Every Contact Count
Janet Flint
Programme Lead, National Programmes
Population Health and Prevention and Maternity
Health Education England

16. The MECC Model
MECC is a very brief or brief behaviour change intervention, illustrated by the two segments at the base of the pyramid.
Core MECC Definition:
“MECC is an approach to behaviour change that uses the millions of day-to-day interactions that organisations and people have with other people to support them in making positive changes to their physical and mental health and wellbeing”.

17. National Tools MECC Consensus Statement (refreshed)
Resources to support the implementation and evaluation of MECC activity and development of training tools:
MECC Consensus Statement (refreshed)
Implementation Guide
Training Quality Marker Checklist
Evaluation Framework
These were developed from some of the work that was taking place in the regions – the Wessex implementation guide – evaluation from KSS work

18. The HEE Offer MECC Website
A range of resources, case studies, films, policy guidance and information to support people and organisations implementing MECC approaches.
MECC Community of Practice
An open Facebook group with over 440 members which facilitates informal peer-led discussion and collective learning on all matters related to MECC.
MECC eLearning – to support people to develop the knowledge to Make Every Contact Count
Public Health Campaigns

19. MECC Activity Public Health Campaigns
Listening: In pairs, pick one of you to talk to the other for 2 minutes about a recent holiday or activity.
Questioning: The other half of the pair should then use closed questions only (i.e. those with a yes/no answer) to find out more about what they’ve heard
Questioning 2: Now do the same using open questions only, i.e. those starting with what, when, how etc.
As a group, discuss how those conversations made you feel.  Then talk about the opportunities that you are likely to have during your future career to listen to your patients (or their representatives) and use those opportunities to have a conversation about them about their health and wellbeing.
Public Health Campaigns

20. Group Exercise
Public Health Campaigns

21. Design a Public Health Campaign
Step 1: Identify a public health issue, that if addressed, will lead to improved population health
Step 2: Identify the key fact that, if addressed, will lead to the desired behaviour change
Step 3: Identifying the factors that will motivate individuals to adopt the behaviour
Step 4: Identifying the Key Messages for the campaign
Step 5: Describing the barriers and challenges
Step 6: Developing the statement of the ultimate and lasting impression that the audience ideally will have after hearing or seeing the message
Public Health Campaigns

22. Framework for Developing Campaigns
Stages
Research (problem, audience and context)
Define campaign goals and objectives
Implementation
Evaluation
Developing content & messages – 7 C’s
Command attention
Clarify message
Communicate benefit
Consistent
Create trust
Cater
Call to action
Public Health Campaigns

23. Campaign Presentations
Public Health Campaigns

24. Thank You https://www.youtube.com/watch?v=oMnU6g2djm4
Public Health Campaigns