Press release -

ICE Creates scoops top award for Health at the Nudge Awards

ICE Creates have been awarded a joint top silver at the world’s first ever behaviour change awards.

ICE were awarded for GET MON£YSMART, a behavioural change programme developed and delivered on behalf of, and in partnership with, the Public Health team at Rochdale Borough Council.

GET MON£YSMART aimed to positively influence the lifestyle choices and spending decisions of local people by engaging, educating and empowering them to make small, gradual changes to unhealthy lifestyle behaviours. These included spending on smoking, alcohol, takeaways, shisha and fixed-odds betting terminals.

22.9% of the audience targeted by GET MON£YSMART changed their behaviour as a direct result of the campaign – including changes to their lifestyle choices, spending habits and budgeting. The campaign also helped to raise awareness of community support services, such as stop smoking services, alcohol outreach, healthy weight support, financial inclusion champions and the Citizens Advice Bureau.

The ICE team used both quantitative and qualitative research methods to help put themselves ‘in the shoes’ of the target audience and better understand why they were engaging in these unhealthy behaviours and spending habits. Innovative and emerging psychotherapy and projective interview techniques were used to draw out participants’ overriding and subconscious attitudes, beliefs, values, emotions and motivations. Participants also developed their own ideas or ‘nudges’ around better money management and healthy lifestyle choices, and shared these to benefit their peers.

Helen Skidmore, Public Health Manager at Rochdale Borough Council said: “I am delighted that GET MON£YSMART has won a Silver Nudge award for health related behaviour change. ICE created an innovative and eye catching campaign from our brief on linking small lifestyles changes to financial savings, which is really supporting local people in this tough economic climate.

“We have had a fantastic partnership approach to this campaign, with the Public Health Team, local lifestyles services and community partners working really hard to get the materials and messages out into communities across the borough.”

Benjamin Buckby, head of behavioural insight at ICE Creates said: “We are thrilled to be recognised for our real-world application of behavioural economics and insight to achieve significant behaviour change. Being recognised at the world’s first behaviour change awards is an immensely proud and rewarding moment for our behavioural insight team and validates our ongoing innovative research into unhealthy lifestyle behaviours and money management.

“Putting ourselves 'in the shoes’ of the most vulnerable and disadvantaged groups in society helps our clients, which include Public Health Teams, Clinical Commissioning Groups and other NHS organisations, to make smarter decisions, based on truths not assumptions.”

Following the success of GET MON£YSMART, ICE is rolling out the campaign with the Public Health team at Rochdale Council in a third phase in September 2015. More information on ICE’s behavioural insight service is available from benjamin.buckby@icecreates.com

Topics

  • Social issues

Categories

  • financial inclusion
  • alcohol outreach
  • healthy weight
  • stop smoking
  • rochdale borough council
  • ice creates
  • healthy lifestyle
  • nudge
  • behaviour change

Regions

  • England

ICE Creates is a full service multi-award winning agency that specialises in delivering strategies for change, working in partnership with publicly funded organisations across the spectrum of health, social care and education, as well as leading global pharmaceutical companies and private industry.

ICE has developed the communication and marketing plans for numerous high profile, local, regional and national programmes and campaigns. Nationally these include the delivery of communications and engagement for: ‘Healthy Schools’ and ‘You’re Welcome’ on behalf of the Department of Health; Government Connect and Local Directgov on behalf of the Department for Communities and Local Government; the Families Information Service for the Department for Education; and Talent Map on behalf of the Cabinet Office.

Regionally across the UK they have extensive experience of delivering first class corporate communications and engagement strategies for public sector organisations.

ICE is part of a consortium led by global agency McCann for the Government Procurement Framework.

They employ over 50 specialists including: experts in leadership development, behaviour change and insight research, organisational change (specialising in change management and system design), strategic communications and marketing, creative design and digital media.

ICE specialises in change strategies which aim to:

Improve the health and wellbeing of patients, residents and employees

Improve organisations’ leadership and overall efficiency, quality of service and profitability

Create healthier, thriving and sustainable communities.

ICE uses bespoke strategy and planning tools – including their SO-Change 7 E’s model – to empower patients, residents, employees and organisations to be at the heart of the change process. They are specialists in engaging with hard to reach, marginalised and excluded groups and in giving them a voice to help effect positive change across society.

The company also created Public Health England sponsored Pathways for Life strategy and digital platform Puffell.com which connects people to each other and to support services, helping them change their lifestyle and take control of their own health and care support.

For more information, including case studies of ICE’s work, please visit www.icecreates.com

For more information about Puffell visit www.puffell.com