1. 2CV & Public Health England
New Approaches To Reducing Young People’s Risky Health
Behaviours

2. 2
• New youth prevention campaign
• Faced with a number of
challenges & opportunities
• Innovative campaign calls for an
innovative approach

3. 3
Campaign underpinned by evidence, research & co-creation
Strategic direction, insight & planning
Evidence base: desk research, academics & previous
research Extensive qualitative & quantitative research
Analytics & content
Co-creation with young people; feedback from
customer facing staff Test, learn, refine; pilot, alpha & beta testing

4. 4
 Starting with a deep dive into the
target audience
 Utilising a plethora of qualitative
methodologies
 Understanding young people’s
lives, perceptions of health & risk
behaviours, understanding
conversations around risky health
behaviours & opportunities for
improving communication &
reducing risk

5. 5
• Evaluating effectiveness of Rise
Above website
• Qual & Quant
• Innovative quantitative
technique: Timed Scenario
questions

6. 6
Imagine you have just started a new school and after school, you go to the park with a group of new
friends you have just met. You are all having a good time and one of them who you really like, offers you a
cigarette for the first time. What would you do?
You are with some friends and other people from school at a shopping centre in town and some of them
are pressuring you to do something you don’t want to do. It all seems like a joke to start with but quickly
you feel uncomfortable about it, as all their attention is put on you. What would you do?
You are at a party at a friend’s house and there don’t seem to be any adults around. Everyone is having
fun, the music sounds great and one of your friends who everyone likes in school offers you a joint of
cannabis (weed) for the first time. What would you do?
Timed scenario questions
Read the question and answer options and let us know how you personally would act in
that pretend situation. You have will only have 10 seconds to make your choice.
What would you do?

7. 7
• An innovative methodology which demonstrated how the
campaign could positively influence teen decision making

8. 8

9. Thank you
Lara.Clements@phe.gov.uk
Caroline.Westwood@2cv.com
Sam.Davis@2cv.com