Public Health: An individual’s or the government’s responsibility?
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Public Health: An individual’s or the government’s responsibility?

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The range of approaches to encourage the public to improve their own health is developing all the time, from taxation to more innovative uses of behavioural science. This presentation at an Ipsos MORI ...

The range of approaches to encourage the public to improve their own health is developing all the time, from taxation to more innovative uses of behavioural science. This presentation at an Ipsos MORI / King's College London event examined where the public see the line between individual and state responsibility, and what implications this has for public health practitioners. For more information on Ipsos MORI's research into public health, visit: http://www.ipsos-mori.com/researchspecialisms/socialresearch/specareas/nhspublichealth/publichealth.aspx

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Public Health: An individual’s or the government’s responsibility? Public Health: An individual’s or the government’s responsibility? Presentation Transcript

  • © Ipsos MORI / King’s College London Public Health: An individual’s or the government’s responsibility? Louise Park Head of Public Health at Ipsos MORI #KingsIpsosMORI
  • © Ipsos MORI / King’s College London We are split on government involvement 39% 32% Which comes closest to your own opinion… Source: Ipsos MORIBase: 1,004 GB adults 16-75 2014 It is the government's responsibility to influence people's behaviour to encourage healthy lifestyles The government should not get involved with interfering in people's lifestyles GB
  • © Ipsos MORI / King’s College London … but face less of a challenge than elsewhere 52% 48% 47% 46% 45% 41% 40% 39% 39% 36% 34% 32% 30% 29% 27% 26% 24% 12% 20% 14% 29% 31% 28% 32% 28% 27% 32% 30% 36% 36% 36% 35% 37% 39% 40% 63% Which comes closest to your own opinion… Source: Ipsos MORI/ Global Trends SurveyBase: c.500 - 1,000 adults 15+ in each country (1,004 aged 16-75 in GB), 2013/14 It is the government's responsibility to influence people's behaviour to encourage healthy lifestyles The government should not get involved with interfering in people's lifestyles South Korea Argentina India Spain Italy Brazil Germany Poland South Africa Sweden Belgium Japan Australia France Canada Russia The USA GB
  • © Ipsos MORI / King’s College London What about local council intervention? Source: Ipsos MORIBase: government 1,004, council 1,006, GB adults 16-75, 2014 It is the responsibility of … to influence people's behaviour to encourage healthy lifestyles Government 39% Local councils 36%
  • © Ipsos MORI / King’s College London How can we get the public to own public health?
  • © Ipsos MORI / King’s College London 19% 8% 22% 12% 38% 17% 16% 1% 36% 10% Which of the following, if any, are the 3-4 biggest threats to the <health of the British population/ your health>? (Prompted) Top 10 mention shown 54% 43% 41% 38% 37% 35% 29% 20% 18% 18% Threats to health of British population Threats to your health We see threats to our health differently… Base: 2,010 GB adults 16-75, 2014 Source: Ipsos MORI Obesity/ overeating Alcohol Poor diet Smoking Lack of exercise Cancer Heart disease Drugs abuse Stress Diabetes
  • © Ipsos MORI / King’s College London Misperceptions need to be challenged Are classified as overweight (BMI of 25+) Think they are overweight Think they are unhealthy 59% 40% 22% Base: 2,001 UK adults 16+, 2011. Source: Ipsos MORI/BUPA
  • © Ipsos MORI / King’s College London To what extent do you agree or disagree with the following statement…? Some claimed desire for improved lifestyles Source: Ipsos MORIBase: 1,002 I need, 1,008 people in Britain need, GB adults 16-75, 2014 % agree ‘I need to live a healthier lifestyle’ % agree ‘People in Britain need to live a healthier lifestyle’
  • © Ipsos MORI / King’s College London 49% 37% 21% 21% 20% 13% 9% 5% 5% Impact of my health on my family Concern about not living as long as possible Doctor’s advice A health scare Seeing family members suffer from a disease Pressure from family/friends Something in the media So what drivers of change can be leveraged? Which, if any, of the following were the main reasons for making a long term change to your health? Top 9 mentions Quality of life To look better Base: 1,549 UK adults aged 18+ who made a long-term change to their health
  • © Ipsos MORI / King’s College London ...would you tell me if you generally trust them to tell the truth, or not? And who is the most trusted messenger? Base: c.1,000-2,000 Source: Ipsos MORI 0 10 20 30 40 50 60 70 80 90 100 1983 1993 1997 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2011 Doctors Teachers Civil servants Politicians Journalists Ordinary man/woman in the street
  • © Ipsos MORI / King’s College London How can we increase public acceptance of government intervention?
  • © Ipsos MORI / King’s College London Softer interventions are more acceptable Base: 1,014 GB adults 16-64, 2010 Source: Ipsos MORI Global @dvisor 92 73 74 45 78 % strongly support/ tend to support Provide information Incentives (eg. financial incentive schemes to stop smoking) Disincentives (eg. ban smoking in public places) Establish bans (eg. complete smoking ban) Companies/organisations (eg. make tobacco companies invest against smoking) Now thinking about smoking: What, if anything, do you think government should do?
  • © Ipsos MORI / King’s College London Though acceptance depends on the behaviour Base: 1,014 GB adults 16-64, 2010 (smoking), 1,763 UK adults 16-64 2014 (vaccinations) Source: Ipsos MORI 92 73 74 45 78 Smoking Vaccination Provide information Incentives (eg. vaccine free to all) Disincentives (eg. people should pay for treatment if they become ill and did not get the vaccine) Establish bans (eg. laws to make vaccine obligatory) Companies/organisations (eg. employers and schools should promote the vaccine) 95 89 34 41 81 Imagine a new type of dangerous flu appears and a vaccine is developed to protect people from getting ill. What, if anything, do you think government should do? % strongly support/ tend to support
  • © Ipsos MORI / King’s College London 45% agree “government should ban smoking altogether” Remember, the public hold inconsistent views! 12% 41% agree “government should not get involved in how people make decisions about smoking” Base: 1,014 GB adults 16-64, 2010 Source: Ipsos MORI Global @dvisor
  • © Ipsos MORI / King’s College London And remember acceptability shifts TIME PUBLICSUPPORT Goodwin P. (2006) Cycle of Public Acceptability Build-up of support as benefits appear Fall-off as detail emerges Sufficient support to go ahead Increasing support for general idea New idea, no justification Panic just before implementation
  • © Ipsos MORI / King’s College London 76 73 71 70 49 49 83 % Strongly/somewhat support Nudges are acceptable as long as they don’t cost the public Thinking about influencing people to eat more healthily, what, if anything, do you think government should do? Source: Ipsos MORIBase: 2,010 GB adults 16-75, 2014 Food producers should reduce the amount of salt/sugar put in food Supermarkets should remove sweets/chocolate from their check-outs Cafes/restaurants should print info on calories on their menu Public money from taxes should be used to provide free fruit in schools TV ads for junk food should not be shown before 9pm Cafes/restaurants should add salad/ veg as a standard side dish, though this may increase costs Supermarkets should not offer deals on sweets and chocolate
  • © Ipsos MORI / King’s College London What is the effect of message framing? Base: government norm 502, protection of children 502, protection from industry 505, obesity facts 501, GB adults 16-75, 2014 Source: Ipsos MORI % strongly support/ tend to support ‘the government should not get involved in what people choose to eat’ Obesity facts Around 25% of the British population is obese. Treating obesity… costs the NHS £5 billion/ year. Levels of obesity in Britain will rise to 50% by 2050. Government norm Governments around the world… are using a range of approaches to encourage people to eat more healthily/ reduce obesity levels. Protection of children 1 in 3 children 10-11 is overweight/ obese... children from poorer households more likely to be overweight/ obese. Some say government should help families/ children. <Intro text> Thinking about what people choose to eat, what, if anything, do you think government should do? Protection from industry Junk food manufacturers use advanced advertising and marketing tools… Some say government should help the public eat more healthily. 47% 51% 49% 47%
  • © Ipsos MORI / King’s College London Factual communications receive less support % strongly support/ tend to support ‘the government should provide incentives such as money off vouchers for healthy foods’ <Intro text> Thinking about what people choose to eat, what, if anything, do you think government should do? Base: government norm 502, protection of children 502, protection from industry 505, obesity facts 501, GB adults 16-75, 2014 Source: Ipsos MORI 80% 75% 76% 70% Obesity facts Around 25% of the British population is obese. Treating obesity… costs the NHS £5 billion/ year. Levels of obesity in Britain will rise to 50% by 2050. Government norm Governments around the world… are using a range of approaches to encourage people to eat more healthily/ reduce obesity levels. Protection of children 1 in 3 children 10-11 is overweight/ obese... children from poorer households more likely to be overweight/ obese. Some say government should help families/ children. Protection from industry Junk food manufacturers use advanced advertising and marketing tools… Some say government should help the public eat more healthily.
  • © Ipsos MORI / King’s College London Some final thoughts • Evenly split on government intervention – are the public aware of councils’ public health responsibilities? • Misperceptions need challenging – but we should recognise the limitations of facts alone • Should we be talking about stress not obesity? • Public acceptability falls as more freedoms are lost • Acceptability just one factor – do the public recognise the scale of the problem? Do they believe in the effectiveness of the intervention? • Nudge interventions are fairly welcome (if they don’t hit our purses) • Do we need more emotive messaging?
  • © Ipsos MORI / King’s College London Thank you Louise.park@ipsos.com | 020 7347 3315 © Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here #KingsIpsosMORI