The doctor will see you now

I am really interested by the news today that a study has found that up to 30% of DNAs (did not attend) for GP appointments could be reduced, if behaviour change techniques are employed.

The study led by NHS Bedfordshire found that using techniques such as getting patients to write their appointment down themselves and getting them to repeat the appointment verbally to receptionists helped to reduce DNAs. Placing positive messages around GP practices confirming that attending appointments is the ‘social norm’ also helped to reduce missed appointment, the study said.

This is such simple stuff, yet if the research is to be believed, has significant results which can make a massive difference to primary care efficiencies, with little or no investment – now that makes for good ROI! Read more on the study here

Could Wales lead the way on behaviour change

Wales apparently is on its way to become the first European country to enforce a tobacco ban inside vehicles in which children are traveling . According to a recent warning by the Welsh Government, will mount a renewed campaign to tackle smoking, alongside interventions and quit programmes, but if these interventions and campaigns fail to bring about any reduction in children’s exposure to second-hand smoke, it is quite likely that a ban on smoking inside cars carrying children will be imposed in Wales.

The use of legislative options alongside other tools from the behaviour change toolkit fits perfectly with the recommendations today from the House of Lords Select Committee on Behaviour Change which has suggested there is confusion within government over what nudging actually involved, as they had been given different definitions by officials.

According to the report, the government’s pursuit of non-regulatory steps had created an environment whereby nudge was being seen as something that did not require legislation. It talks about the challenges of changing the behaviour of a population and the findings and recommendations of the Committee, mentioning the need for independent advisors and a lack of scientific evidence around changing a nation’s behaviour.

For those of us working in behaviour change we have known for a long time, that whilst so called nudges are part of the approach, they should not be seen in isolation as a quick fix, but part of an insight-led, co-created and meaningful approach, that is supported by robust public policy and Government that puts tackling health inequalities, social mobilisation and other key issues at the heart of all it does.

More than a nudge

Reading the early commentary on the Changing Behaviour inquiry due to be published on Tuesday brings to mind the work of Professor Jeff French, and his recent keynote presentation at the World Social Marketing Conference in Dublin. This describes how nudges are not enough, and whilst he argues they should be part of the solution, they should be complemented by a range of techniques, articulated as either a smack, shove or hug. I won’t even attempt to comment on this, and let Jeff do so himself in a recent guest blog for ICE Creates where he is a Non-Executive Director. Read on here.

Changemakers unite

Be among the first to discover a brand new website that aims to unite changemakers together in an online community to drive forward the behaviour change agenda.

Still in early development the site encourages people to make the first step towards supporting behaviour change by pledging what it is they want to change.

“Whether we recognise it or not, we can all make positive changes that will make a lasting difference – maybe you’re making them already!

And that’s what changemakers is all about, capturing the small steps we’re making together on our collective journey of change…”

Nice site – and clearly the start of something exciting here, watch this space for more.

Let’s get physical

The Government has published new physical activity guidelines this week informing the great British public what they should be aiming for each day, including under fives, who for the first time find their activity levels in the spotlight.

My experience from researching health and well-being issues within communities is that people don’t know what the recommendations are or even what constitutes ‘physical activity’ – let alone how to achieve these when time and money is often limited. The DH recommends minimum levels of activity by age group with adults expected to fit in a two and a half hours each week of ‘moderate to vigorous intensity physical activity’ – I am sure if stopped in the street, few people could accurately define this, and even worse could be put off doing any physical activity by the sheer fear of such exertion.

As a parent I am am relieved to see the clarification on waiting until your child is able to walk before implementing the guidelines, as I was worried how I will get my nine-month-old to do three hours of activity a day – although I am sure she tops three hours of wrestling at nappy time! But joking aside, many will struggle to see how they can change their behaviour to increase their physical activity in a meaningful way, but with the right nudges, public policies and appropriately targeted and co-created interventions it doesn’t need to be so. Physical activity behaviour change programmes have been a staple in the social marketing toolbox in recent years, with the popularity of Change4Life and a range of local projects – such as ICE Creates/NHS Coventry’s Big Pledge social marketing campaign which have firmly built up an evidence base for such interventions.

These, the DH suggest, should be encouraged across the population, with the latest evidence showing there is a clear link between physical activity and chronic disease. This is great context for those working in public health behaviour change, as guidelines alone do not result in sustained change. Whilst the new guidelines offer more flexibility for achieving the recommended levels of physical activity, creativity and insight-led, evidence-based solutions will need to be developed at both a local and national level to truly inspire people to be more active.

(Thanks for reading my first Behaviourchangereview blog!)