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European Youth Tackling Obesity Young people leading

European Youth Tackling Obesity Young people leading behaviour change: A social marketing approach to encourage healthy lifestyles. The problem. 22 million children in the EU are overweight or obese Affects around a third of children and young people in the UK

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European Youth Tackling Obesity Young people leading

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  1. European Youth Tackling Obesity Young people leading behaviour change: A social marketing approach to encourage healthy lifestyles

  2. The problem • 22 million children in the EU are overweight or obese • Affects around a third of children and young people in the UK • It’s a public health time bomb • It’s a major health inequality

  3. The teenage years • Window of opportunity • Historically hasn’t been given enough attention • Great promise in using proven techniques

  4. A new approach • Look at what’s missing • Ecological approach • Target young people most at risk • Local level approach • Young People’s participation • Realising the potential of social marketing

  5. What is social marketing? • Approach to develop activities which are aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole • Behaviour • Audience • Theory • Insight • Exchange • Competition • Segmentation • Mix

  6. A youth led social marketing approach to encourage healthy lifestyles • Learn more about what works • Apply this learning to develop new campaigns to get young people to eat better, move more • Develop the evidence base and support the wider replication of good practice

  7. England, Spain, Czech Republic and Portugal • Project teams of appropriate expertise • Reviews of the learning form past and present work • Recruit Young Campaign Creators • Develop and launch campaigns across local communities • Host exchanges for sharing learning • Evaluating the impact of campaigns on peers and stakeholders, and impact of engagement on Young Campaign Creators • Launch pan-European campaign messages, associated tools and resources • Disseminate the learning

  8. Making ‘peer- led’ work • Challenges of engaging young people with more complex lives • Routes to engagement • Grounding in their lives • Giving them creative control • Making sure we understand what they want to get out of it • Checking back on their personal development • Showing them how they're influencing peers

  9. Challenge yourself to get active + try new healthier foods

  10. Spain

  11. Czech Republic

  12. Portugal

  13. Interim evaluation findings - 1 Perceptions of obesity among young people “I have always thought about healthy lifestyles only in one way how to lose weight. Now I see that it’s more complex. It’s also about your motivation, about your emotions and your whole life” • Internal, emotional factors • Top three challenges – lack of motivation, willpower and lack of enjoyment of exercise. • Complex combination of factors enabling healthy living

  14. Interim evaluation findings - 2 The power of social marketing approaches Of the young people responding to our surveys: • 88% felt that the campaigns were effective in encouraging young people to eat more healthily and be more active • 83% felt that the campaigns were effective in motivating and showing young people how to eat more healthily and be more active • 90% felt that the campaigns were effective in communicating why this is important • 96% had discussed the campaign, thought about making a lifestyle change, or tried to find out more

  15. Interim evaluation findings - 3 Supporting successful youth-led work • Develop a bespoke approach to involving young people • Taking time and context into account • Bringing people together • Managing content creation • Co-production • Ecological approach • Skills and confidence • Coordinated approach Co-production; developing skills and confidence, coordinated local approach

  16. Lessons learnt... • How to support successful youth led work • Learning to loose control • Cultural differences but same underlying messages • Social marketing works • What’s next... • Pulling all together under one umbrella • Final evaluation reporting • Disseminating pan European messages, tools and resources

  17. Potential for replication • Model for achieving behaviour change with adolescents • All kinds of additional benefits, including: Young people developing skills and confidence Potential for more coordinated approach at a local level • Addressing other Public Health issues

  18. Amy Davies: Senior Development Officer - Health and Social Care, NCB adavies@ncb.org.uk / 07850 926 988 www.ncb.org.uk/eyto

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