Empowering young people - aspirational behaviour change
Our social marketing team worked with North East Lincolnshire Care Trust Plus (CTP) on an aspirational behaviour change programme with 16-19 year olds. We aimed to address the underlying behavioural and social determinants which were causing repeat admissions to A&E, and intervening before individual situations reached crisis level.
Working closely with the CTP, we used a range of qualitative research methods to really get into the shoes of our target age group and understand why these young people were engaged in this risky behaviour and what could be done to raise aspirations and drive sustainable behaviour change. We also worked with a wide range of local health services and educational institutions to maintain and develop relationships with stakeholders and partners.
Many of the young people came from deprived and challenging backgrounds and the insight work identified a lack of targeted health and lifestyle support for this age group. As a result, Asgard (advice, support, guidance, advocacy, referral, direction) was created to help prevent young people from ‘falling between the gaps’ in existing service provision. Asgard’s community intervention workers now work directly with 16-19 year olds on their discharge from hospital, in conjunction with 37 different agencies.
Asgard is also being complemented by a parallel initiative to raise young people’s aspirations by offering young people the opportunity of paid work with the CTP and thus, broadening their horizons and offering alternative prospects for the future.
