Your Tube Project


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Your Tube Project

  1. 1. <ul><li>Develop Public Health messages using Social Marketing </li></ul><ul><li>Deliver messages to London Underground commuters in the run up to the London 2012 Olympics </li></ul>Dr Rebecca Cooper [email_address]
  2. 2. Your Tube - Clear Focused Message <ul><li>Clear : The disparity in the life expectancy of commuters. The “Jubilee Line” slide demonstrated that living east of the centre of London actually lessened life expectancy </li></ul><ul><li>Focused : The Your Tube project brief is a pragmatic response to the issues identified in the Jubilee slide. By developing key social marketing messages to be delivered through the tube system, the project ensures that those who live furthest away from the centre will have more time to engage with the project than those who live closest to the centre. Essentially, the project targets those who will benefit most. </li></ul><ul><li>Message : The health of London commuters can be positively influenced by providing information on public transport </li></ul>Travelling east from Westminster, each tube stop represents up to one year of male life expectancy lost at birth (2002-06) Westminster Waterloo Southwark London Bridge Bermondsey Canada Water Canary Wharf North Greenwich Canning Town London Underground Jubilee Line The Jubilee Line of Health Inequality Electoral wards just a few miles apart geographically have life expectancy spans varying by years. For instance, there are eight stops between Westminster and Canning Town on the Jubilee Line – so as one travels east, each stop, on average, marks up a year of shortened lifespan. 1 River Thames 1 Source: Analysis by London Health Observatory using Office for National Statistics data revised for 2002-06. Diagram produced by Department of Health Male Life Expectancy 72.8 (CI 71.1-74.6) Female Life Expectancy 81.4 (CI 79.3-83.6) Male Life Expectancy 78.6 (CI 76.0-81.2) Female Life Expectancy 84.6 (CI 82.5-86.7)
  3. 3. Your Tube Pleasing to the Eye <ul><li>Use of colours that are instantly associated with London Underground/Public Transport </li></ul><ul><li>Your Tube slogan (You Ride the Tube – It’s Your Tube) – play on the You Tube brand. Use of You Tube format to developing marketing messages </li></ul><ul><ul><li>Short video clips carrying targeted social marketing messages </li></ul></ul><ul><ul><li>Commuter’s stories shot in You Tube amateur video style </li></ul></ul><ul><ul><ul><li>A life in the day of Sarah from Epping – how the tube fits into her life, how bits of her life can be improved with e.g. getting off the tube 1 stop earlier and walking </li></ul></ul></ul><ul><ul><ul><li>Paul from Brixton – the difference the tube line makes to him in being able to cross London to see his family and meet up with his friends (community/mental health messages) </li></ul></ul></ul><ul><ul><li>Run up to 2012: short videos of Olympic athletes getting around London – using tube system as excuse for exercise – running up escalators </li></ul></ul><ul><ul><li>Short video clips can be shown on interactive billboards in tube stations (issues around noise – sound on ads probably wouldn’t be possible) </li></ul></ul><ul><ul><li>Clips can be uploaded onto You Tube. </li></ul></ul><ul><ul><li>Run on the billboards of Piccadilly Circus? </li></ul></ul><ul><ul><li>Query possibility of monitors in carriages showing short clips in run up to 2012 </li></ul></ul>You Ride the Tube It's Your Tube
  4. 4. Your Tube Helps a decision to be made <ul><li>Helping London Health Authorities with strategic direction for promoting Healthy London in the run up to the 2012 Olympics </li></ul><ul><li>Helping London commuters to make informed decisions about the best way to keep healthy </li></ul><ul><li>Providing information on what mediums work best for promoting healthy decisions in the London population. The project also proposes to form a cohort study from which the programme can be evaluated – information from this evaluation can inform the implementation of future public health programmes using social marketing strategies </li></ul><ul><li>N.B: This project is currently in the concept stage – it has been submitted to the killer slide competition as the author believes it has the potential to lead to decisive outcomes for public health in the London population. The project has been submitted to the London Development Agency and Transport for London for consideration – further petitioning may be necessary! </li></ul>
  5. 5. Your Tube Public Health Competencies demonstrated by project <ul><li>Promote the health of populations by influencing lifestyle and socio-economic, physical and cultural environment through methods of health promotion, including health education, directed towards populations, communities and individuals. </li></ul><ul><li>Quantitatively and qualitatively assess the population's health and heath needs, including managing, analysing, interpreting, and communicating information that relates to the determinants and status of health and well-being and allows development of effective action. </li></ul><ul><li>Influence the development of policies, implement strategies to put the policies into effect and assess the impact of policies on health. </li></ul>