Mary Allison Co-ordinator Physical Activity Strategy for Scotland

1. Mary Allison Co-ordinator Physical Activity Strategy for Scotland

2. Outline The Physical Activity Strategy Early Implementation Challenges Work programme for 2005

3. Scottish Executive's Physical Activity Strategy

4. Work was the main source of physical activity 3,840 Kcal per day 720 Kcal per day

5. Most people walked every day 120Kcal in 30 mins 30Kcal in 30 mins

6. There was no/limited TV! 480Kcal per 2 hours 120Kcal per 2 hours

7. Everyday activity remains main source

8. The Strategy • 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)

9. Do we have a shared understanding of the challenge of inactivity? • Is there anything we have over-looked?

10. Strategic issues Leadership Communications Evidence base Workforce development ACTIVE SCHOOLS Travel Play PE Organised classes After school ACTIVE WORKPLACES Travel In work Through work Nature of work ACTIVE COMMUNITIES Places Spaces Routes Services ACTIVE HOMES Early years Frailer elderly Secure accommodation

11. Strategic Leadership • Scottish Physical Activity Council • Scottish Physical Activity Alliance • National Physical Activity Co-ordinator • Community Planning Partnerships

12. Workforce Development • 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

13. Evidence Base • CMO - England • Public Health Information - ISD • Heart Health Learning Network • Health Improvement Evaluation Programme • Scottish Physical Activity Research Collaboration

14. 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

15. Campaign structure TV TV TV TV PRESS AND RADIO WEB AND CALL CENTRE PUBLIC RELATIONS BRANDED SUPPLY OF OPPORTUNITIES

16. Active schools: framework (Health Promoting Schools) • 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

17. Active Workplaces: framework(Healthy Working Lives) • 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

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

19. 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

20. National Agencies SE Depts Community planning Health Scotland Health Health LTS Schools Education Education SNH Forestry Comm Communities Stronger generic support for delivery Stronger local policy Stronger national policy Environment Land use and planning More effective local delivery Communities Scotland Workplaces Development Transport sportscsotland Scot Arts Council Homes Justice Social services SHAW HSE Enterprise and lifelong learning Leisure and cultural services More consistency across the board through communications plan and the use of the brand

21. 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?

22. Continued Challenges • Workforce • Everyone’s and no-one’s • Willing but unable • Interested but not accountable • Capacity or priority

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

24. Activity levels: girls, by social class Source: Scottish Health Survey, 1998 1children: 60mins on 5 days, adults: moderate or vigorous target

25. Activity levels: boys, by social class Source: Scottish Health Survey, 1998 1children: 60mins on 5 days, adults: moderate or vigorous target

26. Activity levels: men, by social class Source: Scottish Health Survey, 1998 1children: 60mins on 5 days, adults: moderate or vigorous target

27. Activity levels: women, by social class Source: Scottish Health Survey, 1998 1children: 60mins on 5 days, adults: moderate or vigorous target

28. Communication Evidence and conventional wisdom • Young people? • Sports? • Obesity? Professional awareness • Low recognition in Scotland • High recognition externally

29. Comments on these challenges? • Workforce • Targets • Communications Do you sense similar or different issues as major challenges?

30. Agenda for 2005 Regular departmental updates Themes for substantive input and discussion Workforce Comparisons other countries Targets Communication Other agenda issues?