The document discusses a project aimed at tackling teenage pregnancy and binge drinking in North Lincolnshire, UK. It notes health inequalities between affluent and deprived areas, with up to a ten year difference in life expectancy. The project uses new technologies like Bluetooth marketing and crowd-sourcing to promote healthier lifestyle messages and preventative healthcare approaches directly to the local population. Initial results found the mobile acceptance rate was around 61% and website visits were about 40% of those exposed, though viral sharing was relatively small.

1. Tacking Health Inequalities Fraser Henderson North Lincolnshire Digital Inclusion Unit March 2011 [email_address] http://www.yourtips.org

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)

7. Two technologies:- 1. Bluetooth proximity marketing Remotely managed campaign network

8. Two technologies:- 2. Crowd-sourcing Uservoice.com, 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?