Happy and healthy in Dudley: Scoping report

Research type 
Desk research
Qualitative
Quantitative
Region 
Local
Year of report 
2008
Download 
PDF icon Dudley Scoping Report Final.pdf

Research objectives

 

This research aimed to:

· Identify the current issue in Dudley regarding fruit and vegetable consumption

· Understand the learning’s from national research

· Outline what is currently known about fruit and vegetable consumption in Dudley

· Conduct primary research looking at peoples knowledge, attitudes and behaviour in relation to fruit and vegetable consumption

· Pre-testing research to develop suitable interventions

Background

 

In 2007, ten learning demonstration sites were set up by the National Social Marketing Centre with funding from the Department of Health. The aim of which was to help local areas apply and integrate social marketing into their programmes and strategies, whilst helping to develop a robust evidence base for social marketing. The learning demonstration sites are also a key component of the Department of Health’s ‘Ambitions for Health’ strategic framework to build capacity and skills in applying social marketing principles to health interventions.

The learning demonstration sites were based in Primary Care Trusts (PCTs) and local authorities across the country and addressed a wide range of health issues.

The Happy and Health pilot project in Dudley was one of the demonstration sites selected for the programme, which aimed to increase the proportion of year five and six year old pupils who eat the recommended portions of fruit and vegetables a day.

Quick summary

 

The ‘Happy and Healthy’ social marketing pilot project was one of ten learning demonstration sites, set up by the National Social Marketing Centre with funding from DH, to build capacity and skills in applying social marketing principles to health interventions. This pilot aimed to increase the proportion of year five and six year old pupils who eat the recommended portions of fruit and vegetables a day.

Research participants

 

Just under 60 residents and key stakeholders within the following three areas:

·          Fatherless Barn

·          Gad’s Green

·          Hawbush

 

Audience Summary

Gender

 
Male
Female

Ethnicity

 

Not stated

Age

 

Not stated

Social Class

 

Not stated

Methodology

Methodology

 

6 focus groups with just under 60 residents within the following three areas:

·          Fatherless Barn

·          Gad’s Green

·          Hawbush

Qualitative in-depth interviews conducted with the following key stakeholders in the identified areas:

  • Head Teacher s
  • School Health Advisors
  • Learning Link Worker/Family Workers
  • Parent Governors
  • Local Shop Retailers
  • Supermarkets
  • Local Churches
  • Neighbourhood Managers
  • Local Primary Care Staff e.g. Health Visitor, Practice Nurse, District Nurse

Food retail mapping, mapping the population using demographic statistics, using MOSIAC Data to understand the area and mapping fruit and vegetable consumption in the area was also conducted.

Data collection methodology

 
Depth interviews
Ethnographic
Face-to-face
Focus groups
Systematic review
Workshops

Sample size

 

6 focus groups with just under 60 residents within the following three areas:

·          Fatherless Barn

·          Gad’s Green

·          Hawbush

Qualitative in-depth interviews conducted with the following key stakeholders in the identified areas:

  • Head Teacher s
  • School Health Advisors
  • Learning Link Worker/Family Workers
  • Parent Governors
  • Local Shop Retailers
  • Supermarkets
  • Local Churches
  • Neighbourhood Managers
  • Local Primary Care Staff e.g. Health Visitor, Practice Nurse, District Nurse

Detailed region

 

Dudley

Fieldwork dates

 

December 2007 and April 2008

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