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
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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