Fit For Me physical activity insight
ISPAH ePoster Library. Perigo G. Oct 15, 2018; 225440; 18
Mrs. Gina Perigo
Mrs. Gina Perigo
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Abstract Almost 25% of people aged 16 and over in Liverpool are currently inactive and a further 11% are fairly active resulting in a significant impact on health and wellbeing.To combat this, Liverpool City Council, Liverpool NHS Clinical Commissioning Group and key stakeholders set out a vision to be the most active core city in England by 2021. A behaviour change strategy was developed to support this vision based on an extensive customer insight research programme to ensure that the strategy was targeted to increase activity amongst the inactive.To enable us to go beyond the traditional insight techniques, a multi layered programme using both quantitative and qualitative methodologies was developed which enabled us to understand attitudes and motivations to physical activity using innovative techniques to get beyond what people could articulate. By fusing different data sets and segmentation models we were also able to profile people by psychological traits allowing us to identify what people wanted and needed, to develop a deep understanding of what would make our audience change their behaviour.The insight led to a marketing campaign approach that has not been previously taken before and has resulted in outstanding changes to behaviours in a very short timeframe. Five months following launch a representative survey of the local target audience found half were aware of the campaign and 18% had taken action as a result of seeing it.
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