Mary AllisonCo-ordinator

Physical Activity Strategy for Scotland

The Physical Activity Strategy

Early Implementation

Challenges

Work programme for 2005

Outline

Scottish Executive's Physical Activity Strategy

Work was the main source of physical activity

3,840 Kcal per day 720 Kcal per day

Most people walked every day

120Kcal in 30 mins 30Kcal in 30 mins

There was no/limited TV!

480Kcal per 2 hours 120Kcal per 2 hours

Everyday activity remains main source

30.4

0

10

20

30

40

50

60

70

80

90

100

All Adults(5x30mins

mod+)

%

Housework

DIY/Gardening

Sport

Walking

Occupation*

64%

7%

12%

8%

9%

* Work hours from International Labour Office (40.2hrs/wk @1998)

• Let’s Make Scotland More Active based on:– Key principles of success from other countries– Key types of evidence-based interventions– Consultation with stakeholders/key informants

– Subsequently informed and unchanged by:• CMO Review (2004)• HDA Effective Interventions Review (2004)• Heart Health Learning Network (2004)• WHO Global Strategy (2004)

The Strategy

• Do we have a shared understanding of the challenge of inactivity?

• Is there anything we have over-looked?

ACTIVE SCHOOLSTravelPlayPE

Organised classesAfter school

ACTIVE WORKPLACESTravelIn workThrough workNature of work

ACTIVE HOMESEarly years

Frailer elderlySecure accommodation

ACTIVE COMMUNITIESPlacesSpacesRoutes

Services

Workforcedevelopment

Leadership Communications

Evidence base

Strategic issues

• Scottish Physical Activity Council

• Scottish Physical Activity Alliance

• National Physical Activity Co-ordinator

• Community Planning Partnerships

Strategic Leadership

– Specialists (few)– Generalists who could be more specialist (many)– Generalists who could be more aware (most)

– CPD Master classes for specialists– Public Health Specialists registration– Register of Exercise Professionals– New basic qualifications– Awareness training

Workforce Development

Evidence Base

• CMO - England

• Public Health Information - ISD

• Heart Health Learning Network

• Health Improvement Evaluation Programme

• Scottish Physical Activity Research Collaboration

National Communications Plan

• Communicate risks and benefits of activity– PR - Generate more and better informed media coverage

• Communicate how to get active– website, contact centre (NHS24), trained staff in primary care

• Provide triggers for change– PR Campaign and 2 TV Adverts

• Stimulate motivation for change– advertising

• Provide a stronger environment for change– partners and supply of opportunities – link with branding

Campaign structure

TV TV TV

PRESS AND RADIO

BRANDED SUPPLY OF OPPORTUNITIES

PUBLIC RELATIONS

WEB AND CALL CENTRE

TV

• Pre-school, Primary and Secondary– Getting to/from school

– active travel

– Breaks – play

– Formal curriculum – PE , health ed, environmental ed, outdoor ed

– Extended curriculum– sports, dance, adventure activity

– After school/out of school care

• Curriculum, schools policies and ethos and school/community linkages

Active schools: framework (Health Promoting Schools)

• Getting to and from work – active commuting … green travel planning

• In and around work– stair use

• At/in work– occupational health– flexi-credit, dress codes

• Before/After but linked to work (SHAW)– range of regular activity options (buddying)– corporate challenges & events

Active Workplaces: framework(Healthy Working Lives)

• Babies– physical activity for parents/carers & babies

– parenting development – health visiting

• Frail elderly– provision and support for exercises for strength and balance

– health visiting– gerontology nursing

• Secure accommodation– State hospital– Prison service

Active Homes : framework(Early Years & Adding Life to Years)

Active Communities : framework• Space planning

– housing, recreational land, open space

• Travel planning– walking and cycling (and public transport)

• Building design– stairs, active routes

• Service provision– recreational activities (Healthyliving award)– primary health care

SEDepts

Education

Environment

Development

Justice

Health

Enterprise and lifelong learning

Str

on

ger

na

tio

na

l po

licy

Community planning

Education

Land use and planning

Transport

Social services

Health

Leisure and cultural services

Str

on

ger

loca

l po

licy

More consistency across the board through communications plan and the

use of the brand

Str

on

ger

ge

ne

ric

su

pp

ort

fo

r d

eliv

ery

National Agencies

LTS

SNHForestry Comm

Communities Scotland

sportscsotlandScot Arts Council

Health Scotland

SHAWHSE

Mo

re e

ffect

ive

loca

l de

liver

y

Schools

Communities

Workplaces

Homes

General impressions of nature and scale progress since 2003?

Are these are the right type and range of responses to the issues of inactivity that we face?

Are we missing any significant contributions?

Continued Challenges

• Workforce– Everyone’s and no-one’s– Willing but unable – Interested but not accountable– Capacity or priority

Continued Challenges

• Targets– Health inequalities - physical activity?– Age, gender, socio-economic group– National / local– Data availability/measurement challenges

59 58 62 60

16 16 16 19

25 26 22 20

0%

20%

40%

60%

80%

100%

I/II IIInm IIIm IV/V

Target Inactive Sedentary

Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target

Activity levels: girls, by social class

Activity levels: boys, by social class

69 73 77 73

1416 13 13

17 11 11 14

0%

20%

40%

60%

80%

100%

I/II IIInm IIIm IV/V

Target Inactive Sedentary

Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target

36 32 3343 42 41

4236 32 24 18 14

2232 35 43 42 41

0%

20%

40%

60%

80%

100%

I II IIInm IIIm IV V

Target Inactive Sedentary

Activity levels: men, by social class

Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target

32 3124 27 25 21

4438

35 35 3328

2531

41 38 4151

0%

20%

40%

60%

80%

100%

I II IIInm IIIm IV V

Target Inactive Sedentary

Activity levels: women, by social class

Source: Scottish Health Survey, 19981children: 60mins on 5 days, adults: moderate or vigorous target

Evidence and conventional wisdom• Young people?• Sports?• Obesity?

Professional awareness• Low recognition in Scotland• High recognition externally

Communication

Comments on these challenges?– Workforce– Targets– Communications

Do you sense similar or different issues as major challenges?

Agenda for 2005

Regular departmental updates

Themes for substantive input and discussionWorkforceComparisons other countriesTargetsCommunication

Other agenda issues?