What is an example of a behavioural intervention in men’s health?
Posted by TeamPC on 26 Jun 2017
Social marketing campaigns are being used across different industries to create behavioural change in ‘at risk’ groups. The healthcare sector in many respects has taken the lead in an attempt to influence specific health behaviours, resulting in better health, improved outcomes, and less need for medical intervention down the line.
A best practice example
There are many fine examples of successful health interventions, showcasing social marketing principles across the UK. Now a key part of NHS England’s overall health strategy, social marketing is at work across the UK.
NHS Heywood, Middleton and Rochdale – tackling men’s mental health issues
The IAPT programme, or Improving Access to Psychological Therapies, offered through NHS England, began in 2008. Hundreds of thousands of people now have access to the service that provides treatment for a wide range of anxiety disorders and depression.
As well as providing effective therapy through trained practitioners, careful analysis of positive outcomes has facilitated improvement in core services over time. It aims to keep people in work while being treated, focuses on those with long-term illness, and wants to drastically increase the number of people that have access to care by 2020/2021.
Dealing with men’s psychological issues – a social marketing success
The NHS, in cooperation with its various healthcare partners, has set ambitious targets for expanding the IAPT scheme. This requires a targeted social marketing approach to create awareness, leading to further uptake and endorsement of the scheme, and a number of related issues.
Working together, changing lives, improving awareness
NHS Heywood, Middleton and Rochdale were challenged to promote the scheme to their community, but also to specifically encourage more access by men – this being a particular area of concern. The regional campaign was part of a wider Government initiative to treat 900,000 more patients suffering from depression and anxiety over a three-year period.
The social marketing scheme has been highly successful and has helped raise the issue of mental health among men, as well as providing a greater degree of knowledge about how to get treatment.
Should you wish to learn more about other men’s health behavioural interventions tackling obesity and CVD then please contact us.
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers. Visit us online at perfect-circle.co.uk
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