BIRMINGHAM WELLBEING SERVICE
DELIVERING THE 5 WAYS TO WELLBEING
Karen Creavin
Head of Birmingham Wellbeing Services
Birmingham…. Background to the challenge
• 1.1 million people in the city
• 408,000 Birmingham citizens live in the top 10% most deprived in England
• Large health inequalities directly linked to poverty in the city
• Austerity means reduction in role of public services, including health
• Over 80% of the population are inactive in the city
• Casey report 2016 talks about fractured communities and lack of integration
What we have always done
• Sport for the sporty
Health theory of behaviour change…. ‘the Birmingham model’
Clarify the behaviour
change
Identify priority communities and
establish who already works with them?
Share intelligence and agree outcomes
Identify the barriers for communities based on above
Remove or mitigate the
barriers
Implement and market to target groups through
collaboration
Shift the norm to healthier behaviour
What are the barriers that stop people being more active?
Not being able to afford the cost of attending the activity
Not having the kit for the activity, or the money to buy it….
Social distance…. Not seeing people like me doing the activity
Geographical distance- not near enough to me….
Not having the right venues for the activities …
82,840 April 16 to Jan 17Estimate 100K+ for 16/17 (+10%)
BME % 55% 42%
Wellbeing Population
Female* % 43% 51%
Female Population
DeprivationBands 1 & 2 % 84% 77%
Wellbeing Population
ChildrenU16 % 30% 23%
Wellbeing Population
61 street closures so far (42 Apr-16 to
Dec-16)
5,326 attendances (3,474
BME % 46% 42%
Wellbeing Population
Female % 60% 51%
Female Population
DeprivationBands 1 & 2 % 66% 77%
Wellbeing Population
ChildrenU16 % 53% 23%
Wellbeing Population
Started June 2015
Five ways to wellbeing
Provoking wellbeing means… connect
working out new ways of being active….
Taking notice with new audiences….
Learning about new places and ways to deliver….
Give- Distributive leadership
Having a wellbeing focus to change…. prototyping
Making sustainable changes…
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