PUBLIC HEALTH CAMPAIGN FOR YOUNG PEOPLE IN KENT

1. PUBLIC HEALTH CAMPAIGN FOR YOUNG PEOPLE IN KENT

2. DVD of HOUSE

3. OBJECTIVE Increase awareness amongst young people of the damaging effects of smoking, alcohol, drugs and early or unprotected sex • 13-19 year olds • Target those with risky behaviours

4. PARTNERS • KCC, Public Health • KCC, Youth Service • KCC, Young Offenders Service • Kent Connexions • Kent Police • Gravesham Borough Council • District, Borough and City Councils • KCC, Children, Families, Health & Education • KCC, KDAAT • West Kent PCT • Eastern and Coastal Kent PCT

5. SOCIAL MARKETING PRINCIPLES Identify target audience Listen/Engage effectively with the audience at onset. View things from their perspective Understand the competition - what else matters in their lives? Positive exchange - what do the audience get out of it? Create a product - of value to the audience Communicate the product - using trusted channels

6. SOCIAL MARKETING PRINCIPLES  

7. KEY AUDIENCE INSIGHT • Teenagers can be particularly vulnerable • Many believe they’re invincible and nothing bad will happen to them ‘Young people don’t die of lung cancer or heart attacks – older people do’

8. KEY AUDIENCE INSIGHT • Young people are so bored with single issue health campaigns targeted ‘at them’ • Health issues are not a priority for young people

9. unanimous ISSUES THAT MATTERED TO YOUNG PEOPLE IN KENT of equal importance Money Matters/ Jobs and career choices Relationships and sex/ Family troubles Self Confidence/ Anger Management 2. Bullying/ Street Safety Fashion and looking good on a budget Racism Sports, fitness and exercise Drugs, alcohol and smoking

10. KEY AUDIENCE INSIGHT • Health and other services for young people seen as ‘boring’ / inaccessible • Service often located in ‘institutional’ / adult settings

11. APPROACH • Listen to and empower teenagers – don’t preach • Move from negativity (i.e. stop risk taking) to empathy + support + fun • Multi-issue not single issue • Social youth brand and environment = access point • Young people ‘co-created’ brand to make sure it was ‘right’

12. APPROACH • Took health services to where young people wanted to be • Focused on ‘aspiration’ and ‘positivity’ • A positive two-way exchange

13. Young people rejected single issue ‘imposed’ health / social campaign brands

14. Rejection of ‘one way’ communication/power relationship

15. Creation of a wider ‘social brand’ that didn’t ‘sell’ one issuethe brand stood for: ‘sociability’ ‘fun’ ‘cool’ ‘chat’ ‘entertainment’ ‘comfort’ ‘activity’ ‘safety’

17. ‘HOUSE’ • ‘House’ is a youth brand that presents an access point to activities, information and services that relate to their wellbeing • ‘House’ converts high street locations into what looks and feels like a ‘mate’s house’ • It is a relaxed space where young people can ‘open up’ • ‘House’ moved from town to town around Kent

18. ‘HOUSE’ • ‘House’ is an entertainment and information hub that young people value • Activities range from DJ mixing to interactive education sessions with ex drug-users • It is a co-created, non-judgemental brand that invokes curiosity • It speaks of a fun, sociable and safe environment • It is marketed by word of mouth

19. ACTIVITIES Books can help Dance Music Sports Confidence building Youth Service Activities Drug advice Chlamydia Testing Careers Sexual Health advice Healthy Eating Advice from Connexions Stop smoking Alcohol advice Making postcards E2E programme Anti-smoking lobby Dance Anti-bullying & Knife Crime Competitions

21. Ashford House – May 2009

22. Ashford House – May 2009

24. Is……. Space for young people to chill out Place where Young People want to be Agencies go to Young People – not the other way round Relaxed & informal Environment Centred around what young people want Discrete Lifestyle Messages Response to what Young People Wanted

25. Is Not ….. Service/provider led Perceived as a service Designed around services, but designed around people Providing structured activities An information centre A 1-stop shop Hierarchical

26. RESULTS • 12,370 Young People have attended House • 1,000 young people have attended drug and alcohol education sessions • 1,163 Sexual Health interventions

27. What Young People Think….. “House has helped me cut down smoking and stop drinking” Gravesend “Its useful to gain info about health risks” “It’s helped me quit smoking” “it’s a great place to go with friends and gain helpful information” “They have helped me by talking to me about sexual health” “I’ve come to House to have fun and sort my problems out” “It’s a welcoming environment….. and opened my eyes to diversity” “House has helped to keep me out of trouble” “made me aware of c card and chlamydia”

28. LEARNING • Audience driven • Image/Branding • Local delivery • Moving on/Sustainability • Fun!

29. THE FUTURE HOUSE • Sustaining the future of Town House shops regionally • In your area? • Mobile House

30. Deborah Smith Policy Manager Tel: 01622 696176 Deborah.smith@kent.gov.uk Ed Gyde CEO Audience Communications (M&C Saatchi company) Tel: 020 7544 3685 Ed.gyde@audiencecommunications.com