Effective Messaging for Health Campaigns in Health Centre Users Undergoing Life Changes

1. SEGMENT Methodology Target population (where habit may be challenged as a result of a life change moment): Health Centre Users Attitudinal research undertaken within a this target population to ascertain most effective messaging for a campaign. 1. Life Change Moment SEGMENTATION 9% 6% 26% 20% 10% 21% 8% 2. Attitudinal SEGMENTATION Most likely group for behaviour change is Active Car Owners. Active travel has positive connotations for this group. Status seekers are also ‘in-play’ albeit attitude to active travel less positive. Some Car Free Choosers may also be attracted (note public health benefit if shift from mechanised modes). ‘Fitness’ a motivator for all three. Total market size: 34% (26% car users) 3. Campaign Design Campaign design development to target sub-segments most likely to change with appropriate messaging: ‘active travel can help you improve health’ Approach 1 - Smarten up general campaign Target whole population, but with imaging/messaging appealing to the sub-segment(s) most likely to change Approach 2 -Geographically targeted general campaign Target specific geographic areas of target population where evidence suggests higher population of sub-segment(s) most likely to change(e.g. chiswick/Feltham) Approach 3- Directly targeted campaign Target the specific sub-segment(s) within the target population most likely to change. Only possible using contact details provided as part of the survey, or by proxy using something like MOSAIC. 4. Delivery Approach Campaign materials design to attract target segments developed and disseminated to all health centres Specific focus placed on health centres where survey results showed that target segments were disproportionately represented. Not possible at current time (though may be after Mosaic data is cross referenced to SEGMENT output). Tailored, targeted, cost effective sustainable travel marketing 5. Outcome