Health Behaviour Change in Young People Paul Ballard Deputy Director of Public Health NHS Tayside Honorary Senior Lecturer Dundee University Medical School Elena Brown National Entitlement Card Development Manager NEC Programme Office

This presentation is about connecting with young people

Customer understanding We don’t see things as they are; we see them as we are (Anais Nin)

BENEFITS BEHAVIOUR CHANGE BARRIERS What can you offer me that is better than what I’m currently doing?

‘Exchange’ Concept COSTS BENEFITS reduce increase

We need to… Short term COSTS Reduce Make our ‘product’ & Longer term BENEFITS Turninto more immediate BENEFITS

Innovation

Local Examples Give it up for baby Quit 4U

An Opportunity The partnership work in Dundee on GIUFB and Quit4U provided a grounding for the piloting of the Young Scot Reward Scheme. This included: year olds were a key group within GIUFB and Quit4U but were looking for something additional to supermarket vouchers. Young Scot knowledge of what was important to young people was enhanced by local information for Quit4U and GIUFB. Opportunities for the new Young Scot scheme also existed in School Meals and Sport.

Independent charity established for over 25 years Supported by the national and local government, the third sector and the private sector Aim to provide all young people living in Scotland aged with a mixture of information, ideas and access to opportunities to help them make the most of their lives What is Young Scot?

Building on the success of the card … A national rewards platform for young people in Scotland is now live. It uses the concept of points and rewards to encourage young people to participate in positive activities which benefit themselves, their communities and the environment. With approx 70% of eligible Dundonians in possession of a Young Scot National Entitlement (NEC), the scheme has the potential to have considerable impact on our young people.

How it works … Participate in positive activities... … such as healthy eating, exercise, volunteering, recycling, getting involved with projects, informal learning, having your say on issues that affect you and lots more… Collect points for participating… … in a number of different ways, including doing activities online, collecting voucher codes at activities and by swiping in with their Young Scot card. Get recognition and rewards… … based on the number of points you’ve accumulated.. Points and rewards will be managed on a new Young Scot website.

Recognition and rewards ‘Badges’ will be acquired when a you hits a target points level or complete specific activities. Some exclusive ‘badges’ will unlock prizes or vouchers. Rewards will include discounts and experiences (e.g. tickets to events or meeting a footballer) You will be able to share your achievements with friends on Facebook and Twitter =

What are the benefits? For young people, the rewards platform provides a way of being recognised and rewarded for the positive activities they are involved in – and receive good stuff in return for their efforts! Additionally, it will: Increase awareness of the opportunities available to them Provide a way of recording their non- formal achievements in a simple way Improve health and wellbeing, by encouraging young people to try new things, meet new people and participate in activities which improve their health For partners, the scheme provides a unique tool for engaging young people and encouraging them to participate in the positive opportunities available to them. Additionally, it will: Provide a route to promote opportunities to young people Encourage participation and support retention Enable communication to be more effectively targeted Generate insights from information on the uptake of activities Provide partners with a way to recognise and celebrate participation

Stimulating positive behaviour change Encouraging greater uptake of activities which contribute to health – making positive choices easier Recognising those who live healthy lifestyles – reinforcing positive choices Not just about tackling the main health issues for young people (e.g. smoking, obesity, sexual health) but a more holistic approach to addressing some of the wider determinants of health (e.g. access to opportunities) The potential contribution to health…

NEC and Reward Scheme for Health Motivation Partnership between NHS Tayside, Young Scot and Dundee City Council Agreed Action Plan for: - Quit4U and GIUFB - Healthy Eating in Schools - Sports Development - Promoting the Portal

Smoking Cessation Around a third of applicants are under 26. About 10% of applicants since the start are under 26 although this seems to be increasing over the past 3 months. Dundee College students and staff who now have NECs are signing up. Under 26, approximately 5% actively engage with the schemes. We have added the YS Rewards to the incentive scheme to encourage more take-up and engagement with the scheme. Electronic reward credit for every smoke-free week. Too early to see clear results as yet. YS Rewards is a no-cost addition

Sports Activities For every activity in the Sports Development programme a voucher is given. Activities include gymnastics, midnight league, basketball, urban moves. Launch imminent. Trial run then launch planned. Awaiting vouchers from Young Scot.

School Meals All schools meals are healthy. Reward for every meal taken. Currently working on electronic rewards credit. Unable to do with current system. Development assessment underway…. Or creative alternative.

Monitoring and Reporting National Outcomes Community Planning Partnership targets Reporting from Young Scot Council Reporting NHS reporting What’s working?

Results so far… Small number of Young People in Dundee signed up overall. Roadshows planned to increase take-up. Too early to evaluate, but indications are that the smoking cessation engagement is increasing.

Questions?