Outcome Based Specification Template
Specification of Requirements for:
Alcohol harm reduction social marketing campaign 2012
1.
Brief Summary of Service
Leicester City has secured funding through Public Health for a social marketing
campaign relating to alcohol harm reduction. In 2010/11 a social marketing campaign
was carried out in Leicester City to reduce alcohol consumption in three deprived areas
among 25-44 year olds. The Public Health team in Leicester City would like to build on
this work to develop a further campaign based on the insight that was gained in
2010/11.
2.
Background and Context
The idea of a social marketing campaign is that the actual activities are based around
insight about the target audience. This makes it more relevant to them and therefore
more successful. We have already done the insight gathering part so for this proposal
we are just looking for the supplier to come up with a solution to change the behaviour
of the target audience. This could a mix of the following:
Control: legislation, regulation, enforcement, standard setting
Design: service design
Inform: communications campaign to inform, raise awareness, persuade patients to
change behaviour
Support: a service to support patients in their behaviour change (could be a website,
drop-in clinic, outreach, telephone helpline). Excessive and frequent drinking can
damage health and lead to anti-social behaviour, violence and accidents.
Insight gathering from the last campaign: High levels of alcohol consumption
contribute to a range of health problems, such as liver cirrhosis, strokes, mouth cancer,
high blood pressure and breast cancer. It will also cause symptoms such as tiredness,
depression, weight gain, memory loss and sleep problems.
The NHS classifies drinking behaviours as follows:
Recommended limits
Increasing risk levels
High risk levels
Men
No more than 3-4 units
per day on a regular
basis.
Should have two drinkfree days in the week.
Regularly drinking more
than 3-4 units per day
Regularly drinking more
than 8 units a day or 50
units a week
Women
No more than 2-3 units
per day on a regular
basis.
Should have two drinkfree days in the week.
Regularly drinking more
than 2-3 units per day
Regularly drinking more
than 6 units a day or 35
units a week
Rates of alcohol consumption in Leicester City are estimated to be below national
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rates, presumably due to the high proportion of BME residents. However, there is a
significantly higher rate of alcohol-related deaths and hospital admissions as well as
alcohol related crime.
Research into the attitudes, motivations and behaviours of the target audience in
Leicester City revealed that:
• Family, friends and socialising play a key role in their lives
• They tend to stay in their own communities
•The audience has a short term view of life, living day to day or week to week
depending on financial restrictions. They do not have aspirations or future plans. Any
planning ahead is more prevalent in those with children
•Short term thinking fuels a drinking cycle: They have nothing to look forward to and so
drinking provides short term enjoyment but limits their ability to plan ahead.
•High levels of drinking is the social norm
•It is mainly positive emotions that are associated with drinking
•The audience justifies its drinking levels: drink the same as everyone else, do not see
themselves as binge drinkers because they feel they are in control of their drinking.
They believe there are worse things than drinking and have previously drunk higher
levels.
•Routine drinking is supplemented with occasional binge drinking (audience definition
of)
•They use alcohol as a form of escape from the daily routine, financial pressures or
loneliness.
•Socialising was stated as the core motivation for drinking
•They modify drinking behaviours to overcome barriers such as financial, children and
hangovers
•Little awareness of longer term health effects
•Liver disease was widely quoted as a side effect but there was no awareness of the
wider spectrum of health impacts
•Believe there are worse things for your health
•Fatalistic reluctance to investigate health issues
•Do not believe any health symptoms are a result of drinking
•Have negative expectations of behaviour change: expect lifestyle overhaul, don’t want
to lose social glue, don’t understand how much they will need to cut back
•National alcohol campaigns had not been noticed or resonated with the audience
Following this research a campaign was developed in three ward areas; including
posters, door drops, web page, events, bus adverts and PR; based on the key insights:
•Drinking is a by-product of socialising, therefore solutions would still need to provide
opportunities for this
•The campaign needed to be more hard-hitting than existing national campaigns
•Liver disease was a well-quoted side effect of excessive drinking, therefore the
campaign also needed to address the wider spectrum of conditions
•The audience was comfortable with receiving support in pharmacies for smoking
cessation services and requested similar support for alcohol.
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3.
Strategic Aims and Priorities
Note: The service provider will not be responsible for reporting progress against the
priorities and indicators below. The performance measures described in Section 8
below will be used as indicators of overall ‘direction of travel’, and as specific measures
of service effectiveness.
ONE Leicester priorities
Improving Health and Wellbeing
Actions to make healthy choices
easier choices
‘Creating Thriving Safe Communities’
LAA Priority Indicators
Making Communities safer
NI39
NI20
Reducing alcohol related hospital admissions locally
Reducing assault with less serious injury locally
Other Performance Indicators (if required)
Local
4.
Post campaign evaluation
Specific aims and objectives of the service
This campaign will need to achieve the following objectives:




5.
Raise awareness of the health and other risks of excessive alcohol consumption
Improve social norms with respect to alcohol consumption within target
communities
Reduce alcohol consumption in these communities
Increase understanding of recommended drinking levels
The Service/Activities to be delivered
The appointed supplier will develop and deliver interventions and/a campaign to meet
the objectives of this project. Specific details of this will be agreed with the supplier to
meet the target audience insight.
The chosen supplier will come up with a mix of these elements to change the
behaviour of the target audience, based on the insight we have already gathered.
For example, the campaign last year consisted of:
INFORM: a communications campaign to raise awareness of healthy drinking levels
and health harms from too much alcohol; suggested ways that people could cut back
on alcohol but still keep their social life. (Socialising was the key motivator for why
people drink and removing alcohol altogether would be remove their social glue)
SUPPORT: Brief interventions in pharmacies to help people cut back (based on target
audience recommendation from experience with attending smoking cessation support
their)
The mix this time will depend on how the chosen supplier interprets the existing insight
and their creativity in coming up with ideas to change behaviour.
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6.
Target groups and/or areas
The target audience for the campaign is as follows:
•Men and women aged 25-44
•Live in deprived areas of Leicester City - Beaumont Leys, New Parks, Braunstone
Park & Rowley Fields, Eyres Monsell, Castle, Freemen, Charnwood
•Drink at increasing risk and high risk levels
Although alcohol related hospital admissions are more prevalent in the older age
groups, a younger target audience has been selected in order to correct poor drinking
behaviour before it has an impact on health.
7.
Environmental Sustainability, Equalities, and other impacts
Environmental Sustainability
The provider will be required to ensure that services are delivered in such a manner
that fits with the EMAS policy of Leicester City Council. EMAS (Eco Management and
Audit Scheme) is the system the Council uses to manage and reduce its impact on the
environment. It is based around our Environmental Policy. For further information
please use the hyperlink below.
http://www.leicester.gov.uk/your-council-services/ep/the-environment/environmentalpolicies-action/
Equalities
The provider will be required to ensure that :
•
that the campaign is free from bias and acknowledges and respects gender, sexual
orientation, age, race, religion, culture, lifestyle and values. If any needs are
required as per the equalities act, such as language or disability, these needs will
be provided for during the campaign.
For further information please refer to the City Councils equality policy.
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8.
Performance Measures
8a.
Outcomes
Outcomes are the expected changes or benefits that happen as a result of the
service or activity being delivered.
Raising awareness of the
people that are most
Until the supplier is
health risks of excessive
likely to be at risk of
appointed and the
alcohol consumption
excessive drinking to
intervention mix is known,
be able to make
the exact evaluation tools
informed choices
cannot be determined.
based on the
However, there is an
information given to
expectation that the
them through this
provider should offer up a
campaign
selection of tools they may
wish to use in this campaign
Improving social norms in
people that are most
Until the supplier is
relation to alcohol
likely to be at risk of
appointed and the
excessive drinking to
intervention mix is known,
be able to make
the exact evaluation tools
informed choices
cannot be determined.
based on the
However, there is an
information given to
expectation that the
them through this
provider should offer up a
campaign
selection of tools they may
wish to use in this campaign
Reduce alcohol consumption Alcohol consumption
Until the supplier is
to be lower than before appointed and the
any
intervention mix is known,
interventions/campaign the exact evaluation tools
tools were carried out. cannot be determined.
However, there is an
expectation that the
provider should offer up a
selection of tools they may
wish to use in this campaign
Increased awareness of
Knowing units will
Until the supplier is
alcohol units
enable better choices
appointed and the
for the client group
intervention mix is known,
when choosing what to the exact evaluation tools
drink
cannot be determined.
However, there is an
expectation that the
provider should offer up a
selection of tools they may
wish to use in this campaign
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8b.
Outputs
Outputs are easy to measure, countable units, they tell us how much, how many or
how often.
Output
*Target Number
Supporting Evidence
The exact measurements will be determined when the interventions /campaign
specifics are agreed with the supplier. These could include:
Website hits
e.g.: 1000’s
TBA
Media coverage
Leicester mercury TBA
Opportunities to see
Drop in
TBA
Document downloads
Online Audit C
TBA
People spoken to
Brief intervention
TBA
Events attended
Open days at
community centres
TBA
8c.
Milestones
Milestones should set out an outline timetable or delivery plan to show when and how
the outputs and outcomes will be achieved.
Activity/Action
By when
Related Output/Outcome –
what changes have occurred
Receive proposals from suppliers
+4 weeks
Panel scoring and final
evaluation
Meet and appoint supplier
+4 weeks
Initial contract and planning
meeting
Kick-off project
+6 weeks
Project start
Further milestones to be agreed
with the supplier at the kick-off
meeting ie: quarterly agreed
progress etc..
1st quarter
and then
onwards
throughout
the 6 moth
contract
project period
Quarterly project planning and
delivery meetings
NB: Milestones will be flexible in recognition of the number of quotes received and
the process of elimination if required.
9.
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
10.
Location/Availability/Accessibility of Service
City locations
Use of community settings
Partnership Arrangements
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The provider will need to familiarise themselves with the city and understand local
public health statistics.
11.
Contract Value
Up to £40,000.00
12.
Timescales/Period of Contract
6 months
13.
Monitoring and Recording Arrangements
Regular meetings and status reports from the supplier including quarterly reports of
progress and planning as well as outcomes and outcomes stated previously.
14.
Quality Standards
To Be agreed after contract award in negotiation with the provider.
15.
Commissioning Officer Details
Emma Munday - Alcohol strategy manager
A1 New Walk Centre, New Walk Place, Leicester, LE1 6ZG
0116-252-6516
[email protected]
Priti Raichura – Public Health Principle
B6 New Walk Centre
Leicester
0116 252 8329
[email protected]
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