Shifting the Focus to Prevention and Early Identification

Shifting the Focus to Prevention and Early Identification A National Toolkit to Support Behaviour Change Interventions in COPD M. Kearney, J. Crighton, K. Holton, A. Moger, J. Clarke, R. Winter, S. Hill, Department of Health England Rationale Chronic Obstructive Pulmonary Disease (COPD) is a major cause of preventable death and disability. It causes 23, 000 deaths per year in England is responsible for a substantial proportion of healthcare spending. Despite this, most COPD remains undetected and untreated. Historically, case finding has focused on the more severe end of disease spectrum. behaviour change is key to reducing the disease burden. But behaviour change requires much more than a transfer of knowledge: individual behaviour is heavily influenced by personal attitudes and skills as well as multiple social and cultural factors. For behaviour change interventions to be effective, they need to be tailored to the individual. The Outcomes Strategy for COPD and Asthma in England published in 2011 has established a national programme to radically alter the disease burden by shifting the focus to prevention and early identification. The aim of this study was to define priority audiences for prevention and early identification interventions, and for each audience, to identify the most effective approaches to behaviour change. Because smoking is the principal cause of COPD, Contact matt. kearney@dh. gsi. gov. uk Methods specifically in relation to lung health. A social marketing methodology was employed to identify and characterise priority audiences. The population of • To capture insights into, and test hypotheses about, England was segmented according to life stage, social, the kinds of intervention and the kinds of message that environmental and other factors that conferred an might be most effective in changing behaviour. increased risk of present or future COPD. Eight priority The results of this qualitative analysis were used to segments were identified as target audiences for prevention construct a toolkit for health professionals in England. The and case-finding interventions. toolkit profiles each of the eight audiences, identifying core 24 focus groups and 32 interviews with public and health insights, key influencers, optimum communication channels professionals were conducted in multiple locations across and options for message content and framing. It also England: provides brand advertising resources that can be used in tailored interventions. • To derive a rich understanding of behaviours and attitudes, motivation, self-efficacy and triggers for behaviour change in each of the 8 audiences, Toolkit for Prevention and Case-finding – Tailoring the Message for 8 Priority Audiences