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C4 fraser henderson



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  • Underpinning principals
  • Underpinning principals £300
  • Underpinning principals
  • Underpinning principals
  • Cell phone x 2 (tally + delay)
  • Census
  • They got it on, the baby is gone (terminated)


  • 1. Tacking Health Inequalities Fraser Henderson North Lincolnshire Digital Inclusion Unit March 2011 [email_address]
  • 2.
    • The project has a specific aim to tackle teenage pregnancy and binge drinking in the locality.
    • In North Lincolnshire the better off live up to ten years longer than those from poorer areas due to the inequality gap
    • -for example, smoking prevalence varies from 16% to 42% between our most affluent and most deprived wards)
    • There are an average 150 premature deaths (<75 years) from CVD each year in North Lincolnshire.
  • 3. Cost per life year (saved) of CVD related illnesses Traditional cessation therapies Ambulance call-outs
  • 4. Barrier Project Aim Public perception of availability and accessibility of healthier lifestyle choices a) Find more accessible, everyday approaches. Existing technologies , transport and media may not be conducive to healthier lifestyle issues b) Use technology in reverse Too little focus on prevention based approaches that facilitate better health and social well being. Poor levels of understanding about healthier living among local population c) Focus on preventative approaches. Promote current guidance.
  • 5.
    • Misinformation spread by the ferocity of social networks is a growing problem
    • 2. People trust advice from peers (We want to explore measured expert intervention)
  • 6.  
  • 7.
    • Two technologies:-
    • 1. Bluetooth proximity marketing
      • Remotely managed campaign network
  • 8.
    • Two technologies:-
    • 2. Crowd-sourcing
      •, share and vote system
  • 9. Example campaigns
  • 10. First day of campaign
    • 144 messages accepted (62% of sent)
    • 87 website visits
  • 11. Campaign Week 819 phones discovered 323 website visitors 200 tips submitted so-far
  • 12. Key Findings : Technology
    • Typical acceptance rate was 61% (gender ratio 50/50)
    • Around 164 phones were detected per day
    • The website conversion was approximately 40% of mobile phone users
    • The amount of viral activity was relatively small
  • 13. Key Findings: Baseline
    • Language used by young people is basic/crude - it also performs a social protection role
    • Messages should relay the benefits of refraining from risk behaviours and enforce the facts
    • Focus on ‘speaking to loved ones/friends’ about sexual health and avoid peer pressures
    • Celebrity reference is good
    • Content needs personal value if it is not ‘social’
    • Allow people to re-share or re-distribute content (e.g. Badges)
    • NHS is credible, reliable and trusted brand for young people to source advice
  • 14. Questions?