Communicating with Men:suicide prevention and

bowel screening

Chrissie Fairclough, Head of Corporate CommunicationsNatalie Smart, Communications Manager

NHS Health ScotlandMarch 2009

What are we trying to do?

Let all men and women 50-74 know about

What is the background?• Pilot from 2000-2007 in NHS Tayside, Grampian, Fife

• National programme roll-out began in June 2007

• April 2009 – NHS Greater Glasgow and Clyde becomes the 10th Health Board to join the Programme

• Complete roll-out by the end of the year

Who are we talking to?MEN – key target audience

Twice as likely to develop bowel cancer than women

Initial uptake rates lower for men – only 50% of men compared with 60% of women

Demographics matter - Men aged 50-54 and in the lowest socio-economic groups are least likely to take part in programme

BUT: men who complete or are aware of the programme are more likely to continue than women

So what did we learn about behaviour?

Age has a major impact on how we view our health

Early 50s Late 50s-60s 70s

Stage 1: Laying the Foundations2007-2008

• Invitation and Information Pack• Posters• Helpline• Website• Specific Health Board activities:

– Messages on staff payslips– Local Radio– Weekly press partnerships– DVD

So what did we learn about how men are feeling?

Why me?

I don’t know anything about bowel cancer

I don’t want to visit my

GP

Screening? There is

nothing wrong with me – why bother?

Stage 2: National Campaign2009-2010

Under development:• Updated posters and leaflets • DVD for use by Healthcare Professionals Also in the pipeline:• National Radio• Roadshows• Press Advertisements• Online• Convenience Advertising

This is Jamie

What are we trying to do?

• Encourage those with suicidal feelings to talk about it

• Tell people at risk about what help there is in Scotland

• Raise awareness and understanding of suicide and its prevention among the general public

What’s the background?• 10 year Choose Life strategy launched 2002 • Scottish Government target to cut suicide rates by 20% by 2013• Choose Life moved to NHS Health Scotland in 2008• Scotland’s suicide rate is higher than any other

part of the UK, with two people taking their own lives every day

• Toll falling for several years but increased in 2007 with 838 suicides in Scotland

Who are we talking to?• Men: the suicide rate for men is three times higher than

for women • Aged 18-44: suicide is the biggest killer of young people

under 35 in Scotland• C2DE: suicide rates in the most deprived areas are

double the Scottish average• Urban and rural: suicide rates in Greater Glasgow and the Highlands are higher than for Scotland as a whole

We are also talking to friends, family and colleagues close to those at risk.

What are we saying?

• If you are feeling suicidal, don't hide it. Talk to someone.

• Most people do not want to die; they just want to end the pain they are suffering.

• If you are worried about someone, ask them. It could save their life.

What did we do?Scotland’s first national integrated campaign:

• Booklets for public and professionals • Media relations and partnership• Political relations • Poster and radio advertising • Community engagement

Booklets

Media Relations• National photocall • STV and BBC TV news and websites • National and local radio chat shows• National and local press features • The Scottish Sun media partnership • Local news release template • Media training for 32 local co-ordinators

Political Relations • Event in Garden Lobby of Scottish Parliament • Exhibition stand in Scottish Parliament • MSP briefing paper • Motion lodged by Dr Ian McKee• PQs raised by Gavin Brown MSP and Dr Richard Simpson MSP

Advertising• A3 poster• 48 sheet / billboard advertising • Washroom panels• Pocket-sized cards• Online advertising• Radio advertising on local stations

Community engagement• 240 trainers • Local networking events for practitioners• Pocket cards on taxi receipts• Motherwell and Celtic

branded football strips • Breathing Space and

Samaritans websites and newsletters

Evaluation• 58% remembered some form of communication • 89% agreed strongly suicide an important issue• Radio most successful means of reaching 18-44 year olds• ‘Sofa’ advertising received highest awareness of all the

images • 66% described advertising as attention-grabbing• 98% of readers regarded press coverage as interesting• 73% agreed advertising was easy to understand• 70% claimed clear message to go to helpline for support • 77% claimed they knew more about how suicide can be

prevented following press coverage

And the future…

A recent study by the Scottish Association for Mental Health (SAMH) shows that the current economic recession is fuelling increase in depression and anxiety among Scots, so the need for urgent action continues.