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Malnutrition Prevention Programme: social marketing campaign Angela Boggon Senior Social Marketing Campaigns Officer Together, we can help everyone to love later life Malnutrition: Social Marketing Campaign Who are these men? • Both born in 1948 • Both grew up in England • Both married twice • Both successful in business and are wealthy • Both like dogs Malnutrition: Social Marketing Campaign Malnutrition: Social Marketing Campaign Some key features in social marketing • Behavioural goal • Consumer orientation • Insight driven • Intervention and marketing mix 01 Understanding the issue and the audience Malnutrition: understanding the issue and the audience Malnutrition: understanding the audience Myths and barriers “It’s normal to loss weight when you get older” “What’s malnutrition? That sounds frightening!” “Malnutrition doesn’t exist in England” Malnutrition: understanding the audience Focus group research The research was commissioned to understand: • Current levels of knowledge, attitudes and practice in relation to malnutrition among the target audience groups; • Barriers and motivators to acting upon suspected malnutrition among these audiences; • The messaging and imagery that resonates best with each audience; • How best to convey these messages to each audience. Malnutrition: understanding the audience Qualitative research comprised of: Location 1: South East Location 2: Midlands Over 65s not at risk: 1 x mini focus group with (female only) Over 65s not at risk: 1 x mini focus group with (male only) Over 65s at risk: 4 x in-home, face-to-face interviews Over 65s at risk: 4 x in-home, face-to-face interviews Carers of over 65s: 3 x face-to-face interviews Carers of over 65s: 3 x face-to-face interviews Ward and care home managers: 2 x paired depths Care assistants from care homes and hospitals: 1 x workshop Practice and district nurses: 3 x telephone interviews with Practice and district nurses: 3 x telephone interviews with Malnutrition: understanding the audience Amongst older people and carers there emerged a number of important requirements in order to develop engaging and effective social marketing, including the need to provide: Clarity that malnutrition is an issue specifically for older people • Referencing ‘older people’ in headlines and supporting copy • Using images of older people • Signposting to Age UK Clarity that ‘weight loss’ in this context is not a good thing • Use ‘loss of appetite’ vs. ‘weight loss’ alone A reminder for carers of the key signs of malnutrition and to look out for change over time Ways of empowering older people/carers to take action (vs. only going to the GP) • Provide meal/snack ideas, recipes and planners • Inform about alternative sources of advice and support • Plus, for carers – advice on how to raise the issue A tonal balance between seriousness and positivity Malnutrition: understanding the audience There also emerged a number of considerations around the use of images with this audience: There was a general preference for photos vs. illustrations/graphic images Images of older people would be useful to communicate who the campaign is aimed at and to raise positive engagement. Effective images were those that showed older people who are: • Happy/well • Enjoying their food • Eating with others • Shopping/living without assistance Images of meals and food also emerged as an important means to raise interest/engagement and as an opportunity to inspire interest in food. Effective images were those that showed food that looks: • Filling • Wholesome • Traditional • Broadly ‘healthy’ (i.e. not chips, cake, chocolate etc.) Malnutrition: understanding the audience Amongst healthcare professionals there emerged a number of important requirements in order to develop engaging and effective social marketing, including the need to: Reflect differences between care homes and hospitals • Staff in care homes are more likely to have a relationship with the older people that they care for, while individuals working in hospitals are more likely to be constrained by processes and time restrictions Drive awareness of the seriousness of weight loss and a loss of appetite in older people by clarifying the: • Symptoms of malnutrition, • Links between malnutrition and ill health • Consequences of malnutrition; Provide pragmatic, realistic advice on next steps and staff to take ownership (vs. passing on responsibility to someone else) Malnutrition: understanding the audience There also emerged a number of considerations around the use of images with HCPs Again, there was a general preference for photos vs. illustrations/graphic images Images showing HCPs helping/feeding older people were felt to be important, in particular those that show: • The enjoyment of both the patient and the HCP staff member • That feeding someone is not a chore but a right of the patient • Action on the issue so that staff felt they could imagine themselves in that situation It was felt important that images should be tailored to reflect: • Distinctive hospital and care home settings • Different HCPs in their specific uniforms • Realistic and familiar tasks Where images of food might be used, it was considered important that it be shown as: • Colourful and appetising • Realistic to the setting There was also a positive reaction to use of infographics as a simple source of facts/information (but not graphs/anything that might be associated with targets) Heading of section 02 Developing materials Malnutrition: developing materials Co-production and consultation • Re-contacted focus group members with draft materials; • Materials went through steering group members; • Leaflet content went through a dietician and nutritionist; • Recipes were tested. Heading of section 03 Campaign materials Malnutrition: Leaflet targeting older people Malnutrition: Leaflet targeting carers Malnutrition: posters targeting older people and carers Malnutrition: posters targeting care home and hospital staff Malnutrition: awareness raising graphics for social media channels Heading of section 04 Social marketing activity Malnutrition: Social Marketing activity Community Partners • Promotion of the campaign: • Display and distribute campaign materials • Radio interviews and press releases • Promotion on social media channels • Information sessions at health centres and hospitals • Engagement with GPs to refer older people to the local Age UKs and to distribute malnutrition materials • Shopping deliveries, supermarket visits and other innovative activities i.e. cooking clubs Heading of section 05 Evaluation Malnutrition: Social Marketing Campaign Knowledge, Attitudes and Practice Survey (KAP) • Surveys are being undertaken in pilot areas to monitor the changes in KAP in amongst older people, carers and hospital and care home staff. • Survey questions were formulated with the steering group and research experts • Pre, mid and post surveys are being undertaken Heading of section 06 Thank you