dallas (delivering assisted living lifestyles at scale) Social Marketing Brief Background 1. dallas 1 is a national programme aimed at: transforming the lives of people by developing and using innovative technology products, systems and services to improve well being and increase independence; positioning UK plc. as the world leader in tele care and tele health products 2. The dallas programme developed by the UK s innovation agency, the Technology Strategy Board (TSB) and joint funded by the National Institute for Health Research and the Scottish Government, tasks four consortia with running this huge scale innovation programme and testing it with communities throughout the UK. The consortia have been awarded 25 million of government money, to which they ve added their own financial contributions. 3. The total investment in dallas, improving health, wellness and quality of life for the UK population, is 37.3 million. 4. Four partnerships have been successful in securing a contract with the Technology Strategy Board to deliver dallas Liverpool FeelGood Factory 5. Like many other parts of the UK, Liverpool has a number of well being challenges. Health & care interventions are as good if not better than other areas in the UK and we have moved forward at an equal pace to other areas in relation to the deployment of technology to the well being challenges. 6. Liverpool Feelgood Factory is one of the four partnerships 2 tasked with delivering dallas and has secured 7.74m funding from TSB over 3 years. The Feelgood Factory (FGF) brings together a diverse range of partners 3 committed to spearheading work which will increase demand for technology that supports improved health and well being in Liverpool. 7. The FGF, has approached the challenge of achieving transformation (within health and social care) not from a technological perspective but from a people perspective. Our starting point has not been the technology doesn t exist or work we believe it does and can do but rather that: people of Liverpool do not have the information or confidence to use the technology and as a result retain traditional views of what to expect when they become vulnerable (a care home) or ill (hospital). This insight is taken from Whole System demonstrator initiative 3 Million Lives initiatives (3ML) 4. practitioners have fears that technology will take away employment opportunities and/or power 1 Delivering assistive lifestyle living at scale 2 Year Zero, I Focus & Living It Up (Scotland) 3 Liverpool PCT and Community Health, Liverpool City Council, social housing provider, Riverside, Liverpool based charity, PSS, Hft, a national charity supporting people with learning disabilities, and technology partners Philips, Tunstall and Informatics Merseyside 4 http://www.3millionlives.co.uk/about Telecare and Telehealth.html
8. The partners, through the TSB procurement process, have pushed this thinking further and we believe that as a general rule, people do not care about their health, usually because they have more pressing things in life they need or want to care about. These may be issues relating to debt, poor housing, caring responsibilities or it may be things that interest them because they like to do them culture, art, sport, shopping etc. 9. From this starting point, the FGF aims to: a) increase demand for better health 50k b) put people in control of their care and health (increase levels of self care ) c) improve knowledge, confidence and use of life enhancing technology (LETs) by i. Improving planning for life (LEPs) ii. Increasing access to life enhancing technology (LETs) 10. FGF partners believe that individual demand for good health and consumer demand for technology to support well being will drive the transformation of health and care (and remove any organisational/cultural inhibitors). 11. So although the FGF is working across a spectrum of need (Cogs) we believe that real change will only occur at scale if we change the mind set of those people not in receipt of care and health services i.e. when they are fit, healthy, able and in control. 12. We know Liverpool is asset rich and the FGF partners are committed to taking an approach which builds upon those assets to achieve its aims. 13. We will be engaging with communities and individuals through the things they need and like to do, their Lifestyles. To get FGF messages out to people at scale, we are working with: L&E FCs, NML, Merseytravel to piggy back upon their current successful engagement of 1,000s of local people. Liverpool One (retail) card to bolt on FGF well being offers 14. To engage with those people that are harder to reach, generally people who are less economically active, we are building upon existing volunteer assets to develop an army of Community Champions able to: raise the profile of community activity, resources and assets encourage people to get involved to build local assets and resilience provide information, advice and signposting about things that are happening in the City 15. Champion activity is community driven and covers a range of areas e.g. education, learning, employment and training, housing and health. Our messages about well being, life planning and technology will be taken out to the community by the Champions.
Target audience 16. Given the point made in paragraph 11 above the priority targets for FGF communications are found in Cog 1 & 2 activity i.e. focused upon: i. people who are and/or consider themselves healthy ii. people who are at risk of becoming vulnerable and in need of care and health service interventions iii. relatives of people who are: at risk of becoming vulnerable and in need of care and health service interventions in receipt of care and health service interventions i.e. those people who have been identified and/or recognise themselves as carers and those who have not. to for example: encourage them to live a positive lifestyle, explore planning for life (LEPs), take control of their lifestyle and well being challenge traditional perceptions of care, support and health interventions increase awareness of and confidence in LETs 17. Our secondary targets are: i. people using care and health service ii. practitioners working in the care and health sector (public, private and voluntary sector organisations) iii. non care and health practitioners e.g. housing officers, benefits advisors, job centre officers, library staff, probation officers etc. to for example increase awareness of and confidence in LETs, allay fears about depersonalising support etc. 18. It should be noted that: i. communications to secondary targets needs to be built into: service redesign work (staff engagement) on going care planning processes (with people in receipt of services)
If it is not there is a risk that we will raise expectation that cannot be fulfilled at an operational level. ii. Secondary targets will also receive communication targeted at individuals and communities (Cogs 1 & 2) Key Messages For Individuals and Communities 19. 3ML insight indicates that using the word technology turns people off. This may be generational but we need to consider other ways to describe LETs e.g. health or safety tools for living or refer to the hardware e.g. telephone, computer, TV, ipad etc. 20. Similarly, suggesting to people that they should plan for life is unlikely to be effective but people may be interested in thinking about what they want to achieve, what they aspire to etc. 21. We need to: be able to evidence the messages, why, so what and prove it (simply) tailor collateral to the audience, leaflets, face to face, video, txt etc. be ready with a response to question how much will it cost? understand what people want to change in their lives key questions v key messages! consider whether we need to distinguish messages to (informal/family) carers from messages to the people they care for 22. Key Messages for individuals and communities will include LETs can help you/your family stay healthy (Cog 1 primarily) Life planning can improve your life/well being (Cog 1 primarily but applies across Cogs 2 4) LETs & Life planning can put you in control of/master your life Life planning helps you look after yourself and family (Cogs 1 & 2) Life planning gives you more control of your life (Cogs 2 4) LETs can reduce the pressures of caring (Cogs 2 & 3 primarily) LETs can reduce the costs of caring (Cog 2 & 3 primarily) LETs will increase independence (Cogs 2 & 3 primarily) LETs can give you peace of mind (Cog 2 primarily but also Cogs 3 & 4) Key messages for Practitioners
23. We perhaps need to: consider every contact counts type of briefing and/or FGF bolt on to ECC inc. train the trainer/briefer. ask practitioners about the best way to communicate with the people they work with explore the potential benefits of training across sectors/practitioners 24. Key Messages for practitioners will include i. More rounded clinical/person centred/social work etc. planning will result in: better support more satisfied/happier patients/service users/people additional resources ii. LETs will: speed recovery increase independence increase capacity reduce cost Objectives 25. The Liverpool FeelGood Factory partners aim to make health and life enhancing technology a right rather than a gift by: helping to create individual and community demand for health & wellbeing across the City. empowering individuals to take control of their own care, health & wellbeing increasing consumer demand for technology to support healthy lifestyles in caring communities introducing a culture of Planning for Life 26. Success for the partners will result in healthier, happier people in Liverpool who: are enabled by technology live in caring, connected communities have experts are on tap not on top experience fewer unplanned admissions to hospital and can be discharged home from hospital sooner
do not visit their GP unnecessarily report improved physical and mental wellbeing Considerations We would expect all communication and marketing to follow the Feelgood Factory Way of Working i.e. co design/with people empowering asset based creative in partnership with technology Further information For further information about this brief please contact: Paul Clitheroe Feelgood Factory Liverpool Primary Care Trust Telephone: 0151 286 7351 Mobile: 079 31 288 118 Email: paul.clitheroe@liverpoolpct.nhs.uk