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Health 2011 The Fire Service Approach

Health 2011 The Fire Service Approach. THE EFFECTIVE TARGETING OF SHARED CUSTOMERS. Spencer Payne Warwickshire Observatory. SORRY!. No, not this. +. =. KNOW. YOUR. CUSTOMERS…. VICTIM. Does not apply to ADFs. WHO is the victim?. Problem Analysis Triangle. OFFENDER. LOCATION.

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Health 2011 The Fire Service Approach

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  1. Health 2011 The Fire Service Approach

  2. THE EFFECTIVE TARGETING OF SHARED CUSTOMERS Spencer Payne Warwickshire Observatory

  3. SORRY!

  4. No, not this

  5. + = KNOW YOUR CUSTOMERS…

  6. VICTIM Does not apply to ADFs WHO is the victim? Problem Analysis Triangle OFFENDER LOCATION

  7. health type of property attitudes demographics perception of safety hobbies / interests household composition channel preferences deprivation / income ethnicity education MOSAIC • Household classification system • 11 Groups • 61 Types • All unique characteristics

  8. MOSAIC GROUPS A Career professionals living in sought after locations B Younger families living in newer homes C Older families living in suburbia D Close-knit, inner city and manufacturing town communities E Educated, young, single people living in areas of transient populations F People living in social housing with uncertain employment in deprived areas G Low income families living in estate based social housing H Upwardly mobile families living in homes bought from social landlords I Older people living in social housing with high care needs J Independent older people with relatively active lifestyles K People living in rural areas far from urbanisation

  9. & TYPES MOSAIC GROUPS A Career professionals living in sought after locations A01 - Financially successful people living in smart flats in cosmopolitan inner city locations A02 - Highly educated senior professionals, many working in the media, politics and law A03 - Successful managers living in very large houses in outer suburban locations A04 - Financially secure couples, many close to retirement, living in sought after suburbs A05 - Senior professionals and managers living in the suburbs of major regional centres A06 - Successful, high earning couples with new jobs in areas of growing high tech emp. A07 - Well paid executives living in individually designed homes in rural environments

  10. MOSAIC & TYPES GROUPS A Career professionals living in sought after locations A01 - Financially successful people living in smart flats in cosmopolitan inner city locations

  11. ADF HOUSEHOLDS

  12. VOLUME OR RISK?

  13. 100 TYPICAL WARWICKSHIRE HOUSEHOLDS 100 TYPICAL ADF VICTIMS

  14. WARWICKSHIRE ADF HOUSEHOLDS Group F households are 5 times more likely than ‘average’ to experience an ADF Group F households are 15 times more likely than Group K to experience an ADF 1 in every 209 Group F households 1 in every 3,116 Group K households

  15. RISK 5x 4x 3x 2x Average No risk

  16. 31% 8% VOLUME or RISK? RISK F, G & I 29% VOLUME D & B 29% groups % of all ADFs % of all households

  17. PEOPLE NOT NUMBERS…

  18. Group F - Clarendon, Brunswick, Newbold, Crown Group G - Camp Hill, Bar Pool, Wem Brook, Kingswood Group I - Newbold, Wem Brook, Bede, Caldecott WHERE?

  19. WHO? The types of households that are most likely to experience ADFs are also the types of households that are most likely to have the following characteristics… smoke purpose built flats single person dwellings claim benefits / have low incomes / be unemployed public rented dwellings betting and bingo poor general health mental health issues sleep lots and watch TV high levels of debt / CCJs

  20. WHO? 4x 3x 2x Avg. Social Housing Avg. 2x 3x 4x 5x 6x

  21. Smoking WHO? 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x

  22. Chronic liver disease / Cirrhosis WHO? 3x 2x Avg. Avg. 2x 3x 4x 5x 6x

  23. Schizophrenia WHO? 4x 3x 2x Avg. Avg. 2x 3x 4x 5x 6x

  24. HOW?

  25. HOW? Shopping at Farmfoods 2.5x 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x

  26. HOW? Likelihood of having no bank account 2.5x 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x

  27. HOW? Betting & Bingo 2.5x 2x 1.5x Avg. 0.5x 2.5x 2x 1.5x Avg. 0.5x Avg. 2x 3x 4x 5x 6x Avg. 2x 3x 4x 5x 6x

  28. YOUR CUSTOMERS ARE THEIR CUSTOMERS TOO…

  29. Mosaic gave us broad descriptions of ‘typical’ ADF victims Could we test the theory against ‘real people’? NHS Warwickshire trawled patient databases F&R identified ADF victims

  30. = Warks Pop. = Warks ADF victims Community Hospital Contacts Mental Health Outpatients Mental Health Community Contacts

  31. RECAP... + = spencerpayne@warwickshire.gov.uk

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