ࡱ> y R;bjbj 8{{&3+8<l: >V j egggggg$BVv   v v 46(6(6(v e6(v e6(6(-~q@|&!^LQ098z!pqqv v 6(v v v v v $Lv v v v v v v v v v v v v v v v  :  Outcome Based Specification Template Specification of Requirements for: Alcohol harm reduction social marketing campaign 2012 1. Brief Summary of ServiceLeicester City has secured funding through Public Health for a social marketing campaign relating to alcohol harm reduction. In 2010/11 a social marketing campaign was carried out in Leicester City to reduce alcohol consumption in three deprived areas among 25-44 year olds. The Public Health team in Leicester City would like to build on this work to develop a further campaign based on the insight that was gained in 2010/11. Background and ContextThe idea of a social marketing campaign is that the actual activities are based around insight about the target audience. This makes it more relevant to them and therefore more successful. We have already done the insight gathering part so for this proposal we are just looking for the supplier to come up with a solution to change the behaviour of the target audience. This could a mix of the following: Control: legislation, regulation, enforcement, standard setting Design: service design Inform: communications campaign to inform, raise awareness, persuade patients to change behaviour Support: a service to support patients in their behaviour change (could be a website, drop-in clinic, outreach, telephone helpline). Excessive and frequent drinking can damage health and lead to anti-social behaviour, violence and accidents. Insight gathering from the last campaign: High levels of alcohol consumption contribute to a range of health problems, such as liver cirrhosis, strokes, mouth cancer, high blood pressure and breast cancer. It will also cause symptoms such as tiredness, depression, weight gain, memory loss and sleep problems. The NHS classifies drinking behaviours as follows: Men Women Recommended limits No more than 3-4 units per day on a regular basis. Should have two drink-free days in the week. No more than 2-3 units per day on a regular basis. Should have two drink-free days in the week. Increasing risk levels Regularly drinking more than 3-4 units per day Regularly drinking more than 2-3 units per day High risk levels Regularly drinking more than 8 units a day or50 units a week Regularly drinking more than 6 units a day or 35 units a week Rates of alcohol consumption in Leicester City are estimated to be below national rates, presumably due to the high proportion of BME residents. However, there is a significantly higher rate of alcohol-related deaths and hospital admissions as well as alcohol related crime. Research into the attitudes, motivations and behaviours of the target audience in Leicester City revealed that: Family, friends and socialising play a key role in their lives They tend to stay in their own communities The audience has a short term view of life, living day to day or week to week depending on financial restrictions. They do not have aspirations or future plans. Any planning ahead is more prevalent in those with children Short term thinking fuels a drinking cycle: They have nothing to look forward to and so drinking provides short term enjoyment but limits their ability to plan ahead. High levels of drinking is the social norm It is mainly positive emotions that are associated with drinking The audience justifies its drinking levels: drink the same as everyone else, do not see themselves as binge drinkers because they feel they are in control of their drinking. They believe there are worse things than drinking and have previously drunk higher levels. Routine drinking is supplemented with occasional binge drinking (audience definition of) They use alcohol as a form of escape from the daily routine, financial pressures or loneliness. Socialising was stated as the core motivation for drinking They modify drinking behaviours to overcome barriers such as financial, children and hangovers Little awareness of longer term health effects Liver disease was widely quoted as a side effect but there was no awareness of the wider spectrum of health impacts Believe there are worse things for your health Fatalistic reluctance to investigate health issues Do not believe any health symptoms are a result of drinking Have negative expectations of behaviour change: expect lifestyle overhaul, dont want to lose social glue, dont understand how much they will need to cut back National alcohol campaigns had not been noticed or resonated with the audience Following this research a campaign was developed in three ward areas; including posters, door drops, web page, events, bus adverts and PR; based on the key insights: Drinking is a by-product of socialising, therefore solutions would still need to provide opportunities for this The campaign needed to be more hard-hitting than existing national campaigns Liver disease was a well-quoted side effect of excessive drinking, therefore the campaign also needed to address the wider spectrum of conditions The audience was comfortable with receiving support in pharmacies for smoking cessation services and requested similar support for alcohol. Strategic Aims and Priorities Note: The service provider will not be responsible for reporting progress against the priorities and indicators below. The performance measures described in Section 8 below will be used as indicators of overall direction of travel, and as specific measures of service effectiveness. ONE Leicester priorities Improving Health and Wellbeing Actions to make healthy choices easier choicesCreating Thriving Safe CommunitiesMaking Communities saferLAA Priority Indicators NI39Reducing alcohol related hospital admissions locallyNI20Reducing assault with less serious injury locally Other Performance Indicators (if required) LocalPost campaign evaluation  Specific aims and objectives of the service This campaign will need to achieve the following objectives: Raise awareness of the health and other risks of excessive alcohol consumption Improve social norms with respect to alcohol consumption within target communities Reduce alcohol consumption in these communities Increase understanding of recommended drinking levels  5. The Service/Activities to be deliveredThe appointed supplier will develop and deliver interventions and/a campaign to meet the objectives of this project. Specific details of this will be agreed with the supplier to meet the target audience insight. The chosen supplier will come up with a mix of these elements to change the behaviour of the target audience, based on the insight we have already gathered. For example, the campaign last year consisted of: INFORM: a communications campaign to raise awareness of healthy drinking levels and health harms from too much alcohol; suggested ways that people could cut back on alcohol but still keep their social life. (Socialising was the key motivator for why people drink and removing alcohol altogether would be remove their social glue) SUPPORT: Brief interventions in pharmacies to help people cut back (based on target audience recommendation from experience with attending smoking cessation support their) The mix this time will depend on how the chosen supplier interprets the existing insight and their creativity in coming up with ideas to change behaviour.  6. Target groups and/or areasThe target audience for the campaign is as follows: Men and women aged 25-44 Live in deprived areas of Leicester City - Beaumont Leys, New Parks, Braunstone Park & Rowley Fields, Eyres Monsell, Castle, Freemen, Charnwood Drink at increasing risk and high risk levels Although alcohol related hospital admissions are more prevalent in the older age groups, a younger target audience has been selected in order to correct poor drinking behaviour before it has an impact on health.  7. Environmental Sustainability, Equalities, and other impacts  Environmental Sustainability The provider will be required to ensure that services are delivered in such a manner that fits with the EMAS policy of Leicester City Council. EMAS (Eco Management and Audit Scheme) is the system the Council uses to manage and reduce its impact on the environment. It is based around our Environmental Policy. For further information please use the hyperlink below.  HYPERLINK "http://www.leicester.gov.uk/your-council-services/ep/the-environment/environmental-policies-action/" http://www.leicester.gov.uk/your-council-services/ep/the-environment/environmental-policies-action/ Equalities The provider will be required to ensure that : that the campaign is free from bias and acknowledges and respects gender, sexual orientation, age, race, religion, culture, lifestyle and values. If any needs are required as per the equalities act, such as language or disability, these needs will be provided for during the campaign. For further information please refer to the City Councils equality policy.  8. Performance Measures8a. Outcomes Outcomes are the expected changes or benefits that happen as a result of the service or activity being delivered.Raising awareness of the health risks of excessive alcohol consumptionpeople that are most likely to be at risk of excessive drinking to be able to make informed choices based on the information given to them through this campaignUntil the supplier is appointed and the intervention mix is known, the exact evaluation tools cannot be determined. However, there is an expectation that the provider should offer up a selection of tools they may wish to use in this campaignImproving social norms in relation to alcoholpeople that are most likely to be at risk of excessive drinking to be able to make informed choices based on the information given to them through this campaignUntil the supplier is appointed and the intervention mix is known, the exact evaluation tools cannot be determined. However, there is an expectation that the provider should offer up a selection of tools they may wish to use in this campaignReduce alcohol consumptionAlcohol consumption to be lower than before any interventions/campaign tools were carried out.Until the supplier is appointed and the intervention mix is known, the exact evaluation tools cannot be determined. However, there is an expectation that the provider should offer up a selection of tools they may wish to use in this campaignIncreased awareness of alcohol unitsKnowing units will enable better choices for the client group when choosing what to drinkUntil the supplier is appointed and the intervention mix is known, the exact evaluation tools cannot be determined. However, there is an expectation that the provider should offer up a selection of tools they may wish to use in this campaign 8b. Outputs Outputs are easy to measure, countable units, they tell us how much, how many or how often.Output*Target NumberSupporting EvidenceThe exact measurements will be determined when the interventions /campaign specifics are agreed with the supplier. These could include:Website hitse.g.: 1000sTBAMedia coverageLeicester mercuryTBAOpportunities to seeDrop inTBADocument downloadsOnline Audit CTBAPeople spoken toBrief interventionTBAEvents attendedOpen days at community centresTBA 8c. Milestones Milestones should set out an outline timetable or delivery plan to show when and how the outputs and outcomes will be achieved.Activity/ActionBy whenRelated Output/Outcome what changes have occurredReceive proposals from suppliers+4 weeksPanel scoring and final evaluationMeet and appoint supplier+4 weeksInitial contract and planning meetingKick-off project+6 weeksProject startFurther milestones to be agreed with the supplier at the kick-off meeting ie: quarterly agreed progress etc..1st quarter and then onwards throughout the 6 moth contract project periodQuarterly project planning and delivery meetings NB: Milestones will be flexible in recognition of the number of quotes received and the process of elimination if required. Location/Availability/Accessibility of Service City locations Use of community settings  Partnership Arrangements The provider will need to familiarise themselves with the city and understand local public health statistics.  Contract Value Up to 40,000.00 Timescales/Period of Contract6 months Monitoring and Recording ArrangementsRegular meetings and status reports from the supplier including quarterly reports of progress and planning as well as outcomes and outcomes stated previously. Quality Standards To Be agreed after contract award in negotiation with the provider. Commissioning Officer Details Emma Munday - Alcohol strategy manager A1 New Walk Centre, New Walk Place, Leicester, LE1 6ZG 0116-252-6516  HYPERLINK "mailto:Emma.munday@leicester.gov.uk" Emma.munday@leicester.gov.uk Priti Raichura Public Health Principle B6 New Walk Centre Leicester 0116 252 8329  HYPERLINK "mailto:Priti.raichura@leicestercity.nhs.uk" Priti.raichura@leicestercity.nhs.uk       PAGE \* MERGEFORMAT 7 &HI~  H I K b c 9 : 6 8 ʾ{tkek_VLE_V h.K5^Jhh5^Jh Gh G^J h^J h.K^Jhh^J h975\h Gh976]^Jh Gh G6]^Jh G6]^Jhm@6]^J h97\^Jh975\^Jh97\^JaJhqhq5CJaJhBcV5CJaJhMEOJQJ^Jh97OJQJ^Jh9756CJ \aJh]56CJ \aJ&II \N  9r $Ifgd Gtkd$$Ifl$$ ` 0$64 lap yt  9r $If $ 9r a$gd $a$gdq $$dNa$I J K b & F $If 9r ekd$$Ifl$$0$64 layt b c : Q }}}}}}ppppp  $Ifgd G  $Ifgdtkd!$$Ifl$$ ` 0$64 lap yt 1dPC  $Ifgd Gkd$IfK$L$lF 6O!   t06    44 lapyt G $Ifgd GK$y  rsDEABqrJg() !rs#$?@Z[ h975^Jh97 h975 h975>*h975\^Jh976]^J h97\^J h G\^Jh Gh G\^J h\^Jh Gh G^JmH sH h Gh G^Jh Gh G5^J: 8gCkdh$IfK$L$lF 6O!   t06    44 lapyt G $Ifgd GK$  $Ifgd Gghy_PPP $Ifgd GK$kd$IfK$L$lF 6O!   t06    44 lapyt G  }~_RRCRRR 9r $Ifgd G  $Ifgd Gkd$IfK$L$lF 6O!   t06    44 lapyt GrDAqJ(xy r 9r $Ifgd G  $Ifgd G?$If & F $Ifekd]$$Ifl$$0$64 layt ?@Z  9r $Iftkd$$Ifl$$ ` 0$64 lap yt Z[{zlc $Ifgdt# $7$8$H$Ifgdt#$xh$Ifa$gd&tkd$$Ifl$$  0$64 lap yt [z{ +5=>?CDNmuvwɺ۴vdUvCdUv#hC hc/6B*\^JaJphhM~6B*\^JaJph#hC h]6B*\^JaJphh97\^JaJ hC h97B*]^JaJph&hC h975B*\]^JaJphhC h975B*\^Jph h97^Jh976B*\^JaJph#hC ht#6B*\^JaJph#hC h976B*\^JaJph#hC h&6B*\^JaJphx $IfgdC $Ifxkd,$$IflX0X$80$64 layt ~ $$Ifa$xkd$$IflU0X$80$64 layt  >~~ $$Ifa$wkdX$$Ifl4$$  0$64 laf4p yt >?Dv $$Ifa$vkd$$Ifl0$ 0$64 layt vwx| $$Ifa$xkd$$Ifl0$ 0$64 layt wx34< > ? h j =!>!Ǿ|ulcYcuUNuG@ h\>\^J h9\^J h975^Jh97hIRhIR5^JhIRhIR^JhHhl^J h97\^J h975\h97^JaJhIR6B*\^JaJph#hC ht#6B*\^JaJph#hC h976B*\^JaJphh97\^JaJ hC h97B*]^JaJphhC h975B*\^Jph&hC h975B*\]^JaJphha\~r $$Ifa$gdIR $$Ifa$wkd& $$Ifl4$$  0$64 laf4p yt { & F $Ifxkd $$Ifl0$s0$64 layt 34 < = ttttk $Ifgd$Oh & F#$IfgdIR $IfgdIRtkd[ $$Ifl$$ ` 0$64 lap yt = > ? i  9r $Ifgdpsekd $$Ifl$$0$64 layt i j >!?!!!"Y#$$||sssssj $Ifgd $Ifgd  9r $IfgdBtkd| $$Ifl$$ ` 0$64 lap yt >!?!#$$$$$$$$:%=%&&&&&&&& 'P']'f'g'''?(z({(|((þö筤瓉zztkgcYS h^JjhU^JhhOEshOEshOEs^J hOEs^J hB^JhpshOEs^JhOEshOEs5^J h\^Jh976\]^Jh975\^Jh h97^JhIRh-^&] h.K]hIRhIR]hIRh97\^JhIRh975\^J hps^J h97\^Jhh\^J h\^J $$$$  9r $Ifekd $$Ifl$$0$64 layta\$$$$%%%%&&}}}}}}}n 9r 7$IfgdIR  7$IfgdIRtkd $$Ifl$$ ` 0$64 lap yt &&&&  9r $Ifekd= $$Iflv$$0$64 layt &&&& 'y(z({(T)U)V)W)b)c)vvvvvvvvvv $Ifgda\  9r $Iftkd $$Ifl]$$ ` 0$64 lap yt ((((Q)R)S)T)U)W)b))))))))'*[*d*z*{*********+++++++Żyrkgch97h h97\^J hu\^JhtYhj^J h^J htY^J h)S/^J h`^^J hOEs^J hB^J hJ^J hj^JhtYhtY^JhpshtY5^J h)S/5^J hps5^JhpshOEs^Jh>Eh0J^JjhU^J h^JhOEsh^J%c)))***+++++++{v{k  9r $IfgdgdGekd^$$Ifl $$0$64 layt V$If^`VgdJ $Ifgda\ +++-+9+++++++z-{--I.J.;/*^Jhh\^J h^J h>*^Jhh^Jhh^JaJ h^JaJ h976B*]^JaJphh976]^J h97\^Jh975^JaJ#++-++y  9r $If$Iftkd$$Ifl#$ ` 0$64 lap yt+++,z-{{$If $Ifgdj_0tkd$$Ifle#$  0$64 lap ytz-{--J.8?8@8A8^8_8`8h8j8k8l888888192939ζζζ{t hd\^J h;\^J h\^Jhps h;^J hB\^Jh97 hHw\^JhEhE\^J h9a\^Jh9756\] hB\^J h&$\^J h975\ *hB6\]^JaJ *h976\]^JaJ h97\^J hE\^J-7777777 & F$If 9r ekd$$Ifl$$0$64 laytE778|  9r $IfgdBtkd\$$Ifl#$ ` 064 lap ytWr888-8 & F$If 9r ekd$$Ifl#$064 laytWr-8.8?8|  9r $IfgdBtkd}$$Ifl#$ ` 064 lap ytWr?8@8A8_8 & F$If"ekd $$Ifll#$064 laytWr_8`8i8  9r $Iftkd $$Ifl#$ ` 064 lap ytWri8j8k8l88 & F$Ifekd>!$$Iflw#$064 laytWr8829{ 9r $Ifgd;tkd!$$Ifl#F$ ` 064 lap ytps29394959H9 & F$Ifgdekd_"$$Ifl%#F$064 layt;394959F9G9H9I9j999999999999999 :::޹rccT?(jhHys6U\]^JaJmH sH hF:\]^JaJmH sH h) V\]^JaJmH sH "hC h97\]^JaJmH sH "hC hHys\]^JaJmH sH "hC h Ma\]^JaJmH sH h975\mH sH  h97aJ h97\^J h\^J hk\^J h;\^Jh975\^Jh9756\]h976]aJ h975\hpshH9I99|  9r $Ifgdktkd"$$Ifl#F$ ` 064 lap ytps9999 & F$If"ekd#$$Ifl#F$064 laytps999 ::m:n:::::";#;  9r $Ifrkd$$$Ifl#$ ` 064 lap ytWr :M:N:O:k:l:m:n:::::: ;!;";#;$;&;';);*;,;-;/;0;2;3;J;rkd`XTXTXTXTLHhjhUh3Pjh3PUh97 h97\^J hHys\^J1j%hjhHys6U]^JaJmH sH "hC hHys\]^JaJmH sH h Ma6\]^JaJmH sH &hjhHys0J6]^JaJmH sH (jhHys6U\]^JaJmH sH 1j$hjhHys6U]^JaJmH sH hHys6\]^JaJmH sH #;$;%;&;(;);+;,;.;/;1;2;N;O;P;Q;R;$a$ekd&$$IflC#$064 laytWrJ;K;L;M;N;O;P;Q;R;h97h3Ph&~hCJaJhjhUmHnHuh_mHnHujhU6&P 1h:p G. 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