health 2011 the fire service approach. spencer payne warwickshire observatory the effective...
TRANSCRIPT
Health 2011 The Fire Service
Approach
Spencer Payne
Warwickshire Observatory
THE EFFECTIVE TARGETING
OF SHARED CUSTOMERS
SORRY!
No, not this
KNOWYOURCUSTOMERS…
+ =
VICTIM
OFFENDER LOCATION
ProblemAnalysisTriangle
Does not applyto ADFs
WHO is the victim?
MOSAIC• Household classification system• 11 Groups• 61 Types• All unique characteristics
demographics
perception of safetyhousehold composition
channel preferences
ethnicitydeprivation / income
hobbies / interests
healthtype of property attitudes
education
MOSAICA Career professionals living in sought after locations
B Younger families living in newer homes
C Older families living in suburbia
D Close-knit, inner city and manufacturing town communities
E Educated, young, single people living in areas of transient populations
F People living in social housing with uncertain employment in deprived areas
G Low income families living in estate based social housing
H Upwardly mobile families living in homes bought from social landlords
I Older people living in social housing with high care needs
J Independent older people with relatively active lifestyles
K People living in rural areas far from urbanisation
GROUPS
MOSAICA Career professionals living in sought after locations
GROUPS
A01 - Financially successful people living in smart flats in cosmopolitan inner city locations
A02 - Highly educated senior professionals, many working in the media, politics and law
A03 - Successful managers living in very large houses in outer suburban locations
A04 - Financially secure couples, many close to retirement, living in sought after suburbs
A05 - Senior professionals and managers living in the suburbs of major regional centres
A06 - Successful, high earning couples with new jobs in areas of growing high tech emp.
A07 - Well paid executives living in individually designed homes in rural environments
& TYPES
A Career professionals living in sought after locations
A01 - Financially successful people living in smart flats in cosmopolitan inner city locations
MOSAIC GROUPS & TYPES
ADF HOUSEHOLDS
0%
4%
8%
12%
16%
20%
A B C D E F G H I J K
MOSAIC GROUP
VOLUMEORRISK?
100 TYPICAL ADF VICTIMS100 TYPICAL
WARWICKSHIRE
HOUSEHOLDS
ADF HOUSEHOLDS WARWICKSHIRE
Group F householdsare 5 times more
likely than ‘average’to experience
an ADF
1 in every 209Group F households
1 in every 3,116Group K households
Group F householdsare 15 times morelikely than Group K
to experience an ADF
RISK
0
100
200
300
400
500
A B C D E F G H I J K
MOSAIC GROUP
5x
4x
3x
2x
Average
No risk
VOLUME
D & B
29%
groups
% of all ADFs
% of all households
RISK
F, G & I
29%
VOLUME or RISK?
31% 8%
PEOPLENOTNUMBERS…
WHERE?
Group F - Clarendon, Brunswick, Newbold, Crown
Group G - Camp Hill, Bar Pool, Wem Brook, Kingswood
Group I - Newbold, Wem Brook, Bede, Caldecott
smokesingle person dwellings
claim benefits / have low incomes / be unemployed
high levels of debt / CCJs
purpose built flats
poor general health mental health issues
sleep lots and watch TV
public rented dwellings betting and bingo
WHO? The types of households that aremost likely to experience ADFs arealso the types of households thatare most likely to have thefollowing characteristics…
Social Housing
0
50
100
150
200
250
300
350
400
0 100 200 300 400 500 600ADFs
Soci
al h
ousi
ngWHO?
4x
3x
2x
Avg.
Avg. 2x 3x 4x 5x 6x
Smoking
020406080
100120140160180
0 100 200 300 400 500 600ADFs
Smok
ing
WHO?
2x
1.5x
Avg.
0.5x
Avg. 2x 3x 4x 5x 6x
Chronic liver disease / Cirrhosis
0
50
100
150
200
250
300
0 100 200 300 400 500 600ADFs
Chro
nic
liver
dis
ease
/ C
irrho
sis
WHO?
3x
2x
Avg.
Avg. 2x 3x 4x 5x 6x
Schizophrenia
050
100150200250300350400450
0 100 200 300 400 500 600ADFs
Schi
zoph
reni
aWHO?
4x
3x
2x
Avg.
Avg. 2x 3x 4x 5x 6x
HOW?
HOW?Shopping at Farmfoods
0
50
100
150
200
250
0 100 200 300 400 500 600ADFs
Shop
at F
arm
food
s
2.5x
2x
1.5x
Avg.
0.5x
Avg. 2x 3x 4x 5x 6x
HOW?Likelihood of having no bank account
0
50
100
150
200
250
0 100 200 300 400 500 600ADFs
No
bank
a/c
Avg. 2x 3x 4x 5x 6x
2.5x
2x
1.5x
Avg.
0.5x
HOW?Betting & Bingo
0
50
100
150
200
250
0 100 200 300 400 500 600ADFs
Betti
ng
Avg. 2x 3x 4x 5x 6x
2.5x
2x
1.5x
Avg.
0.5x
0
50
100
150
200
250
0 100 200 300 400 500 600ADFs
Bing
o
Avg. 2x 3x 4x 5x 6x
2.5x
2x
1.5x
Avg.
0.5x
YOUR CUSTOMERSARE THEIR
CUSTOMERS TOO…
Mosaic gave us broad descriptions
of ‘typical’ ADF victims
Could we test thetheory against‘real people’?
F&R identifiedADF victims
NHS Warwickshiretrawled patient
databases
CommunityHospitalContacts
MentalHealth
Outpatients
Mental HealthCommunity
Contacts
= Warks Pop. = Warks ADF victims
