Fitter for Health™
pioneered at Wirral Hospital
Fitter for Health™ is an innovative social marketing campaign, created by Engage2Change, which responds directly to the NHS Challenge launched on July 13 by Dr Steve Boorman, NHS Workforce Health and Wellbeing Lead Reviewer, at the Emirates Stadium in London.
Speaking on behalf of Sir David Nicholson, NHS Chief Executive, Dr Boorman's call to arms to health service leaders challenges them to use the “inspirational power” of the 2012 Olympic Games to support and encourage 2,012 staff in each NHS community to engage in sport or physical activity by 2012.
The first initiative of its kind created specifically for NHS staff, Fitter for Health™ was showcased at the event by Len Richards, Chief Executive of Wirral University Teaching Hospital NHS Trust, where Engage2Change has been piloting the campaign for the past six months.
Fitter for Health™ uses tried and tested social marketing techniques to tackle the key barriers to participation in sport and physical activity for NHS staff which are time and opportunity. It promotes sustained behaviour change through a proactive programme of staff engagement, high quality communications and personalised support.
Working closely with County Sports Partnerships, Fitter for Health™ offers NHS employees access to a unique, web-based profiler and brokers relationships with providers to deliver sport and physical activities tailored to staff in their workplace.
Len has been working with his Board colleagues to embed Fitter for Health™ in the Trust’s Health and Wellbeing Strategy. Together we have formed a steering group, chaired by Non Executive Director Richard Dutton, to drive the campaign throughout the Trust and develop partnerships with a range of organisations such as the local authority, Merseyside County Sports Partnership and sports providers. We are also recruiting staff champions to enthuse and encourage their colleagues to take the Fitter for Health™ pledge.
“I remain convinced that staff health and wellbeing is of critical importance, and is a key measure of organisational health. The opportunities for the NHS to lead by example on key public health issues such as mental health and physical activity are significant. NHS workers – via their friends, families, patients and contacts – touch millions of people
every day.”
Dr Steve Boorman, Lead Reviewer, NHS Health and Wellbeing Review
In a fantastic response to our benchmarking research, more than 300 staff at Wirral Hospital completed our survey - with 89% supporting the campaign in recognition of the importance not only of improved health and fitness but also of setting an example to patients and the general public.
Fitter for Health™ at a glance- Pioneering social marketing campaign tailor-made for NHS staff.
- Aiming to get 2,012 members of staff in individual Trusts or health communities into regular sport or physical activity by 2012 and beyond.
- Driving sustainable behaviour change.
- Strong, eye-catching branding – customised for individual organisations.
- Comprehensive communications toolkit.
- Access to unique web-based profiler enabling targeted response to individuals’ needs and preferences.
- Drawing on invaluable learning from other high profile physical activity initiatives.
- Innovative association with County Sports Partnerships to facilitate sports/activity provision in the workplace.
- Project management and ongoing support.
- Online library of case studies, shared learning and social networking.
- Fitter, healthier workforce.
- Dovetails with NHS Health and Wellbeing Strategy.
- Reduces absenteeism and promotes greater efficiency.
- Significant cost savings (estimated at £800,000 per annum for a large district general hospital based on 2,012 staff taking up regular sport or physical activity).
- Progresses quality, innovation, productivity and prevention (QIPP) agenda.
- Leading by example on key public health issues.
- Strengthens staff engagement and internal communications.
- Can be rolled out to public members – and across health communities.
- Helps to build partnerships with external organisations.
“There are many ways of building Fitter for Health™ into the way we do business, the way we partner with other organisations, the way we engage with our own staff and the way we engage with the community. These are the sort of advantages and benefits that I think we get from a programme like this.”
Len Richards, Chief Executive, Wirral University Teaching Hospital NHS Foundation Trust
To find out more
call: Richard May, Marketing Director, Engage2Change, on 0151 425 6071
or
email: richard.may@engage2change.co.uk
Read our news release
