Learning from cross-sector approaches to increasing walking among adults in the London Borough of Hackney
ISPAH ePoster Library. Goldstein D. 10/16/18; 225532; 22
Damani Goldstein
Damani Goldstein
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Abstract
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Abstract Hackney Public Health and Transport teams identified walking as a priority; to reduce physical inactivity among adults, and shift short journeys from by car to on foot. A cross council team developed social marketing interventions, complemented by personalised travel planning (PTP). Walking potential analysis identified areas and groups with the largest numbers of ‘switchable trips’. The campaign promoted brisk walking; encouraging active travel, download of the Active 10 walking app, and participation in walking groups. Campaign promotion was implemented through locally developed out of home posters; a revamp of the Council walking webpage; and digital advertising targeted to mobile devices. These interventions were complemented by PTP advisors engaging with households in target areas. Results included:Campaign posters on billboards around HackneyPosters in libraries, job centres, local hospital, GP practices, and pharmaciesHackney walking campaign adverts displayed on almost 200,000 mobiles, generating 1,317 clicks to Hackney walking pageFrom March-July 2017, unique page views on the Hackney walking webpage more than trebled, compared to previous yearPTP advisors engaged with 485 households, with 4% increase in walking mode share, and 9% increase in active travel trips to targeted destination652 people in Hackney used the PHE Active 10 app during the campaign period, spending 15,703 hours walking, including 3,842 hours brisk walkingNo change in signups to walking groups Cross sector working between Public Health and Transport enriches approaches to increase physical activity. National campaigns can be tailored and amplified at local level. Further focused work with inactive groups planned.
Abstract Hackney Public Health and Transport teams identified walking as a priority; to reduce physical inactivity among adults, and shift short journeys from by car to on foot. A cross council team developed social marketing interventions, complemented by personalised travel planning (PTP). Walking potential analysis identified areas and groups with the largest numbers of ‘switchable trips’. The campaign promoted brisk walking; encouraging active travel, download of the Active 10 walking app, and participation in walking groups. Campaign promotion was implemented through locally developed out of home posters; a revamp of the Council walking webpage; and digital advertising targeted to mobile devices. These interventions were complemented by PTP advisors engaging with households in target areas. Results included:Campaign posters on billboards around HackneyPosters in libraries, job centres, local hospital, GP practices, and pharmaciesHackney walking campaign adverts displayed on almost 200,000 mobiles, generating 1,317 clicks to Hackney walking pageFrom March-July 2017, unique page views on the Hackney walking webpage more than trebled, compared to previous yearPTP advisors engaged with 485 households, with 4% increase in walking mode share, and 9% increase in active travel trips to targeted destination652 people in Hackney used the PHE Active 10 app during the campaign period, spending 15,703 hours walking, including 3,842 hours brisk walkingNo change in signups to walking groups Cross sector working between Public Health and Transport enriches approaches to increase physical activity. National campaigns can be tailored and amplified at local level. Further focused work with inactive groups planned.
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