1.1. Develop Public Health Develop Public Health messages using Social Marketing messages using Social Marketing

2.2. Deliver messages to London Deliver messages to London Underground commuters in the Underground commuters in the run up to the London 2012 run up to the London 2012 Olympics Olympics

Dr Rebecca Cooper

beccycooper@hotmail.co.uk

Your Tube - Clear Focused Message• Clear: The disparity in the life expectancy of commuters. The “Jubilee Line” slide demonstrated

that living east of the centre of London actually lessened life expectancy

• Focused: The Your Tube project brief is a pragmatic response to the issues identified in the Jubilee slide. By developing key social marketing messages to be delivered through the tube system, the project ensures that those who live furthest away from the centre will have more time to engage with the project than those who live closest to the centre. Essentially, the project targets those who will benefit most.

• Message: The health of London commuters can be positively influenced by providing information on public transport

Travelling east from Westminster, each tube stop represents up to one year of male life expectancy lost at birth (2002-06)

Westminster

Waterloo

Southwark

London Bridge

BermondseyCanada

Water

CanaryWharf

NorthGreenwich

Canning Town

London Underground Jubilee Line

The Jubilee Line of Health Inequality

Electoral wards just a few miles apart geographically have lifeexpectancy spans varying by years. For instance, there are eight stops between Westminster and Canning Townon the Jubilee Line – so as one travels east, each stop, onaverage, marks up a year of shortened lifespan. 1

River Thames

1 Source: Analysis by London Health Observatory using Office for National Statistics data revised for 2002-06. Diagram produced by Department of Health

Male Life Expectancy72.8 (CI 71.1-74.6)

Female Life Expectancy 81.4 (CI 79.3-83.6)

Male LifeExpectancy78.6 (CI 76.0-81.2)

Female Life Expectancy84.6 (CI 82.5-86.7)

Your Tube Pleasing to the Eye

• Use of colours that are instantly associated with London Underground/Public Transport

• Your Tube slogan (You Ride the Tube – It’s Your Tube) – play on the You Tube brand. Use of You Tube format to developing marketing messages– Short video clips carrying targeted social marketing messages– Commuter’s stories shot in You Tube amateur video style

• A life in the day of Sarah from Epping – how the tube fits into her life, how bits of her life can be improved with e.g. getting off the tube 1 stop earlier and walking

• Paul from Brixton – the difference the tube line makes to him in being able to cross London to see his family and meet up with his friends (community/mental health messages)

– Run up to 2012: short videos of Olympic athletes getting around London – using tube system as excuse for exercise – running up escalators

– Short video clips can be shown on interactive billboards in tube stations (issues around noise – sound on ads probably wouldn’t be possible)

– Clips can be uploaded onto You Tube. – Run on the billboards of Piccadilly Circus?– Query possibility of monitors in carriages showing short clips in run up to

2012

Your TubeHelps a decision to be made

• Helping London Health Authorities with strategic direction for promoting Healthy London in the run up to the 2012 Olympics

• Helping London commuters to make informed decisions about the best way to keep healthy

• Providing information on what mediums work best for promoting healthy decisions in the London population. The project also proposes to form a cohort study from which the programme can be evaluated – information from this evaluation can inform the implementation of future public health programmes using social marketing strategies

• N.B: This project is currently in the concept stage – it has been submitted to the killer slide competition as the author believes it has the potential to lead to decisive outcomes for public health in the London population. The project has been submitted to the London Development Agency and Transport for London for consideration – further petitioning may be necessary!

Your TubePublic Health Competencies

demonstrated by project• Promote the health of populations by influencing lifestyle

and socio-economic, physical and cultural environment through methods of health promotion, including health education, directed towards populations, communities and individuals.

• Quantitatively and qualitatively assess the population's health and heath needs, including managing, analysing, interpreting, and communicating information that relates to the determinants and status of health and well-being and allows development of effective action.

• Influence the development of policies, implement strategies to put the policies into effect and assess the impact of policies on health.