NHS - Investigation and Analysis

Client research 

The client I will be working with is the NHS for their 'Better health campaign' I will be focusing on the age group 16-20 years old. I have to find out information about their personal lives, and I will have to find out what they want to improve on, this could be their mental health or their physical health. Whichever one this is I can put them on one of the NHS better health programs. The NHS better health offers four different programs ‘lose weight,’ ‘get active,’ quit smoking’ and ‘drink less.’ These programs focus on their own area which will help students and young adults progress into quitting and changing their lifestyle for the better. 

 

This information could also be if they are a student or if they have a full-time job. This information can be useful as I will be able to see how much exercise they do based on how much free time they have. This information is useful for people who want to use the ‘get active’ program. They will be able to fit in as much or as little exercise each day as they can. This makes it flexible for the young audience who are participating in the campaign.

 

Subject matters research 

All these programs that the NHS provides tell the audience why they should change their lives for the better and use these programs to help guide them. All these programs have an introduction and tell you to not just go straight into doing what you think would benefit you quickly, they state to trust the process and go at your own pace. All these programs relate to better health and how to improve yours efficiently. The better health campaign is about making people healthier so there is not a lot of stress on the NHS. If people look after themselves and become more active and healthier this means that the NHS will not need to provide much care for these people as their health would be great, and they would only need to see doctors and nurses in extreme situations.  

All these programs will give you tips it could be as how to lose weight, quit smoking, drink less, and get active. These tips and solutions can be effective as you will learn and follow plans that work, and you will find solutions that will help you progress.

These tips could also be short or long term which means that you can try these tips out and see which one works best for you as not every tip will work for everyone, and some might work quickly or slowly depending on other tips and people's progress.

The NHS better health program is all about people becoming healthier and feeling a lot better about themselves. The NHS does not want to put pressure on people to exercise they want people to do it to see how much their health would improve. All of the health topics they wished they had they can actually use to get there with help from using the NHS better health campaign.

 

There are also loads of different mobile phone apps that you can download for free and use to help you reach your goal.

 

 

Existing media products research  

Looking at diverse types of media on health helps you figure out which programs by the NHS can help you in finding the one that will work for you. There will be loads of different programs that will focus on specific health conditions and there will be ones that will focus on more than one. The NHS has done loads of different programs over the years. Their most recent one is the Better Health campaign 2022 which has four major focus points.  

I have learned from the NHS "Better health campaign advertisement" that there are a lot of people around the UK concerned about their health or habits and they want to change them. There is also a lot of them who want to improve their eating habits and their weight, but there are also people who want to quit smoking for financial reasons. Many of them want to improve the same area of their health. 

I have also learned from the NHS "Better health campaign print advertisement" in particular ways to cut down the amount of food intake to reduce your risk. In this print they have added a note on how "having extra weight put pressure on your body and how reducing your weight can help fight disease and infections". This is an important note to have on a printed advertisement as it tells people about the risk and how to overcome the risk. 

In the print, you get to learn about the target audience the print is focused on, the type of people they focus on is people who want to lose weight for their mental and physical health. They want everyone who is thinking about losing weight to get the motivation from this print and change their lives and never regret it.

In the TV advertisement, we see a group of people who wants to improve their health in different ways. The reasons the group of people wants to improve their health and get out of bad habits is 'losing weight, quitting smoking, better eating habits and more'. They want to participate in the Better health campaign to improve their health or for financial reasons as their bad habit is costing them a lot of money that they should save instead of fuelling the habit.

Audience research

This is the data results I got from my survey, and I elaborate on some of the reasons for people's answers about healthy eating and exercise. I analysed what they meant by some questions (mostly if they answered 'no/never', 'sometimes', 'weekly', or 'daily') as their lifestyle could get in the way of participating in activities, and the amount of time they would have to be active. 

Audience  questionnaire

Healthy eating and fitness questions

"Would you say you are a healthy eater"

40% said yes

40% said no 

20% said sometimes

"How much exercise do you do?"

40% said every day

30% said weekly

20% said sometimes

10% said they never 

Exercise and lifestyle questions

"Type of exercise"

Football - X1

Running - X1

Walking - X2

Any - X1

Gym - X2

Dancing -X2

Golf - X1

None - X1

"Do you drink alcohol?"

10% said yes

20% said no

50% said sometimes

20% said they never 

"Do you smoke/vape?"

0% said yes

60% said no

10% said sometimes

30% said they never 

What I have learned from the survey answers

From asking the question "would you say you eat healthy?" I have learned that 40% have said that they would consider they eat healthy. This tells me that they eat healthy meals daily and they would not benefit from watching or listening to a healthy eating radio advertisement or TV advertisement, as they already eat healthily in their day-to-day life. 

40% of people have said that they don't consider themselves healthy eating which means that they would benefit from healthy eating advertisements, as they would learn what foods are healthy and what to include in a meal for it to be healthy. The reasons could be because they don't know if the foods they eat are healthy or not as they are not the ones making or cooking the foods. Do they make and cook foods that they think would be healthy as there are a lot of vegetables and not a lot of meat and dairy? Another reason could be that they don't really care about what food they are eating as they just eat whatever they want and when and they don't want to think about how many calories and if it is healthy or not. 20% have said that they eat healthy sometimes, this could mean that they can benefit from watching or listening to healthy radio advertisements as they can cooperate more into their diet than what they have been. 

From asking the question "how much exercise do you do" I have learned that there is a mix of answers which means that a lot of people would benefit from listening to and watching exercise advertisements. 40% have said that they exercise every day which means that these people won't benefit from getting active advertisements as they already know how to, but they might need to know about how to not overwork themselves to cause an injury. 30% of people said that they exercise weekly which could be some days out of the week, which also puts them into the category for not needing exercise type advertisements as they are already active weekly. For the 20% of people who said sometimes this could be whenever they have time or whenever they feel like being active. The 10% of people who have said never these are the type of people who would benefit from watching and listening to exercise videos, to make them more motivated and more consistent with their fitness journey. The reason they don't want to participate in exercise or sport could be that they don't enjoy any sport or exercise which makes it hard for them to get into a routine and stick to it.

From asking the question "which gender do you identify as" I have learned that there are more males at 70% who have participated in this survey. There is 30% of females participated in this survey. This shows that there is a majority of males have participated and this does not mean that the answers are going to be affected by this. 

From asking the question "what type of exercise do you do?" we can see that there is a diverse amount of answers that people have said. We can see from the answers that there are only a few people who have the same vote for their exercise. The type of exercise that people have voted for the same are walking, gym, and dancing for these answers there have been two people who have said this. The other type of exercise people have said is football, running, any, golf and none. The person who has said none would benefit from watching people exercise and make it more enjoyable as they could get inspired and start participating. 

From asking the question "do you drink alcohol?" I have learned that there is only 10% of people have said that they drink alcohol. We don't know how much this is weekly or monthly so we cannot say that they need resources to help them manage the amount they drink, (from the age group it could imply that it is weekends or when an event happens). 20% of people have said no or never and these answers could mean that they haven't tried it before and this could be for loads of reasons such as they don't like it or they don't need it to enjoy themselves. With the majority of the vote, 50% of people have said sometimes, and this could mean a few days in a week, a month, or just when they want to. Overall with this information, I don't think anyone would need resources to manage their intake of alcohol but they will be there if they need it. 

From asking the question "do you eat your 5 a day?" I have learned that 20% of people have said yes and this could mean when they have a meal and they will have either vegetables or fruit depending on the type of meal, or they could have fruit for a snack and keep this going during the day till they have eaten their 5 a day. With both 40% of people have said no and sometimes. For the people who have said no this could mean that they don't know what their 5 a day should be and this is why they could need the information to add more variety to their diet. For the people who have said sometimes this could mean that they will only have vegetables with a certain type of meal or this could mean that they eat fruit or vegetables throughout the week but not 5 a day it's just certain days. 

Finally, I ask the last question "do you smoke/vape?" I have learned that there is no data for the option yes. This could mean that people who participated in this survey do not smoke or vape often or daily. This could mean that these people would not benefit from TV advertisements or radio advertisements as they already know the dangers and risks. 10% of people have said that they sometimes smoke or vape and this could be throughout the day, week, or month. As we do not know how much they smoke or vape we can give them the resources that tell them the risks and health warnings and they can either decide to participate or cut down their intake. With most of the amount, 60% of people have said no and 30% of people have said never. For the people who have said no and never this could mean that they value their health and they do not want to make their health bad at a young age. This could also mean that they do not want to try smoking or vaping at all. 

Focus group questions

1- What motivates you to participate in sports?

2-What stops you from participating in sports?

3- what is your least favourite sport to participate in?

4- What is your favourite sport to participate in?

5- Do you prefer doing home workouts or outside workouts and why?

6- Why do you participate in sports/why don't you?

7- How long do you exercise daily or weekly?

8- What time of day do you exercise, and why?

9- What are your goals when you exercise?

10- Would you watch a TV advertisement to motivate you to get active?

These are the questions I have asked my focus group. These questions are based on 'getting active' as this is one of the topics from the NHS better health campaign. I chose this topic as I am into sports myself and I was curious to find out what type of sports my friends do or what they would do if they participated in sports. 

Presenting and analyzing results from focus group

Here is the audio recording of my focus group: 

https://youtu.be/lPbd6gOTCLY

I asked some friends from my course to answer these questions. I asked all of these questions and I got honest answers. I elaborated on some questions as they all did not do a sport currently, the way I did this was by asking "if you did a sport" to get an answer of what they would do if they participated in sports. This way I got an answer to the questions theoretically to help me understand my audience more and find out if they did a sport this is what they would participate in, and what they would do in certain situations.  

Construction of an Audience profile

 

This is my audience profile. I have added a range of information and put it under headings to make the information understandable. All of this information I have either collected through the google forms questionnaire and are from people aged 16-20 year old. 

Key stats

This information is on the left side of the profile. This information includes 'gender, demographics, age psychographic and social grade'. Most of the information collected is from answers from the google form. This was helpful as it meant I had most of the information I needed. 

For 'Social grade' I put the age group 16-20 in 'E' as some people might have a part-time job. Some might not be moved out depending on their age which means that they don't have a lot of responsibilities. 

I have also put them in the category 'explorer' for psychographics. This is because they might have their parents make some decisions for them. They also are growing as a person and finding out what they like, and what career path they want to go down. They are also in college studying which means that they might have a part-time job when they are not in college, or they might be doing work experience. 

There is a section where it is all about exercise and health. This section is people's responses to the questions such as 'type of exercise, would you say you're a healthy eater and how much exercise do you do' These questions made it a lot easier to see what different types of exercises people do from this group, and how much exercise they do. There was a range of different exercises people do that are different from each other. There were only three exercises mentioned that people do that are the same. The percentages for 'how much exercise do you do' were quite low for most of the answers. 

I also made a section called 'lifestyle choices' and this section was about 'do you drink alcohol and do you smoke/vape?' The responses to these questions were that most people said no to both questions. The percentage of drinking alcohol was 50% sometimes which means that people might only drink at events.

What have I learned about my audience?

I have learned that people participate in different exercises that they do either daily, weekly, or sometimes. Some people would say they are either healthy or not healthy eaters. I have also learned that people do exercise and eat healthily but it might not be all of the time. I have learned that there are not many people who smoke or vape which means that people either might not want to and that they know the risks so if they do smoke or vape it is sometimes. Most of the responses for drinking alcohol were sometimes which means they might only drink at events and occasions.