Healthy Weight Plan for Knowsley 2018-2021 - Knowsley Council

 
Healthy Weight Plan for Knowsley 2018-2021 - Knowsley Council
Healthy Weight Plan
                               for Knowsley
                                                2018-2021

Produced by Public Health
May 2018

Revew date: April 2021

For advice and support around health and wellbeing please
visit www.healthyknowsley.co.uk
Contents

    Introduction                                       3
    SECTION 1
         Policy and Partnership                         7
    SECTION 2
         Excess Weight                                 10
    SECTION 3
         The Local Picture                             12
         Knowsley Adults                               13
         Knowsley Children                             14
    SECTION 4
         Lifestyle Behaviours                          16
    SECTION 5
         Evidence Base                                 20
         Primary Care                                  20
         Obesity Insight                               20
    SECTION 6
         Knowsley Healthy Weight Plan                  22
    SECTION 7
         The Action Plan                               23
    APPENDIX ONE
        The Strategic High Impact Changes in Summary   30
    APPENDIX TWO
        Healthy Foundations by Demographics            31
    APPENDIX THREE
        Evidence Base                                  32
    References                                         34

2
Introduction

Overweight and obesity occurs when energy             Being overweight or obese comes at a great
intake from food and drink is greater than            financial cost to the NHS, costing an estimated
energy expenditure through the body’s                 £4.2 billion annually to treat people with health
metabolism and physical activity over a               problems related to being overweight or obese.
prolonged period of time, resulting in the            It also has implications for people’s health and
accumulation of body fat. Obesity is complex          social needs, with obesity strongly linked to
with many factors influencing whether an              major risk factors such as type 2 diabetes, some
individual will struggle with their weight.           cancers, fatty liver disease and heart disease.
                                                      Broader impacts are seen in the psycho-social
                                                      impact on individuals, for example, prejudice,
 Seven cross-cutting predominant themes have
                                                      discrimination, less chance of promotion,
 been highlighted as essential factors that
                                                      increased chance of poverty, the economic
 contribute to obesity in our populations1:
                                                      costs to society associated with co-morbidities
 1. Biology: an individual’s starting point for       (multiple ill-health factors), the cost of sickness
    example, the influence of genetics and ill        absence and unemployment. Emotional health
    health.                                           is also strongly linked to obesity with
 2. Physical activity: the type, frequency and        individuals more likely to experience bullying.
    intensity of activities an individual carries     Their self-esteem and social interaction may be
    out, such as cycling vigorously to work           impaired. They may have a poor body image,
    every day.                                        anxiety and depression1.
 3. Activity environment: how the
    environment influences an individual’s            Body fat can be measured via a range of
    activity behaviours. For example a decision       different methods with the most common being
    to cycle to work may be influenced by road        the calculation of an individual’s body mass.
    safety, air pollution and provision of a cycle    The body mass index (BMI) tool measures height
    shelter and showers.                              and weight to work out if weight is healthy,
                                                      overweight or obese. The BMI calculation divides
 4. Food consumption: the quality, quantity
                                                      an adult’s weight in kilograms by their height in
    (portion sizes) and frequency (snacking
                                                      metres squared, for example, a BMI of 25 means
    patterns) of an individual’s diet.
                                                      25kg/m2. Drawbacks to this method include
 5. Food environment: how the food                    indirect and imperfect measurement i.e. does
    environment influences an individual’s food       not distinguish between body fat and lean
    choice. For example, a decision to eat more       body mass. Waist circumference, waist-to-hip
    fruit and vegetables may be influenced by         ratio, skinfold thicknesses, and bioelectrical
    the availability, cost and quality of fruit and   impedance are generally more useful in clinics
    vegetables near to home.                          and community settings, as well as in large
 6. Individual psychology: For example,               research studies2.
    individual psychological drive for particular
    food consumption patterns and/or
    preference.
 7. Societal influences: the impact of
    society; including the influence of media,
    education, peer pressure or culture.

                                                                                                            3
Healthy Weight Plan for Knowsley                    The story so far in Knowsley
    2018-2021                                           Much work has been undertaken in recent years
    This Healthy Weight Plan will provide; local        around reducing obesity levels and increasing
    data including recent health and lifestyle          physical activity in an effort to stabilise and
    surveys summarising emerging research and           reduce the number of people with excess
    new guidance, a summary of the work to              weight. This is evident under the current Obesity
    date and set out a refreshed set of actions.        and Physical Activity Plans for the borough
    The Healthy Weight Plan will also address the       2014-17 to 2015-18 respectively.
    clear association between food consumption,
    sedentary lifestyles and the impact of the          We have seen good progress across several areas
    commercial industry on the obesogenic               as a result of the existing plans. For example,
    environment that we now live in. The Healthy        effective referral pathways now exist from local
    Weight Plan will incorporate actions that are       GP practices into the Healthy Knowsley Service.
    crosscutting and will ensure a more collaborative   This affords lifestyle advisors the opportunity
    approach and propose a partnership delivery as      and the time to triage and support or signpost
    it is recognised that many of the factors which     an individual on to other appropriate services,
    impact on healthy weight are outside the control    something GPs don’t have capacity for during a
    of Public Health.                                   10 minute consultation.

                                                        There have also been a number of successful
                                                        campaigns such as This Girl Can; localising the
    The Vision:                                         national brand to increase the physical activity
                                                        levels of women in Knowsley, and Give Up
     Through a concerted effort by all
                                                        Loving Pop (GULP) developed by Food Active to
     partners there will be support for all             encourage children and young people to pledge
     people who live and work in Knowsley               to give up sugary drinks for a 21 day challenge.
     to address factors affecting lifestyle
     behaviours that impact on achieving/               Following consultation with local residents,
     maintaining a healthy weight across the            green gyms have been installed in parks
     life course, particularly for individuals and      and green spaces across the borough as an
     families most in need, in the early years          innovative approach to provide free access to
     and during school. Support will take               gym equipment for all residents.
     various forms (e.g. services, information,
     face to face and online) and people will           Knowsley also has a well-established cycling
                                                        network which meets regularly to share
     be better informed and know where and
                                                        information and ideas for increasing cycling
     how to access what they need when                  and walking locally. A community cycling
     they need it.                                      programme offers opportunity to all residents
     This will ensure we create a borough               including those with disabilities to experience
     where those that know, are nudged to               cycling safely with trained ride leaders from one
     do, and those that don’t are enabled,              of the four hubs across the borough.
     therefore reducing health inequalities.

4
The leisure centres in Knowsley offer discounted      2017, 448 people were referred onto weight
gold memberships for twelve weeks via                 management programmes and 260 to health
referral to the most inactive residents and they      trainers for one-to-one support.
also deliver a free clinical 12 week exercise
programme (Knowsley Clinical Commissioning
Group funded) following GP referral for               Healthy Weight Declaration
residents with long term conditions.                  The Health Equalities Group (a health charity
                                                      based in Liverpool) developed a Healthy Weight
Through the Council’s Working Well Programme,         Declaration for adoption by North West local
grants are available to small/medium local            authorities, which includes a number of key
businesses to improve the health and wellbeing        pledges to underpin local plans to reduce
of the workforce, for example, purchasing cycles      obesity. Knowsley Council signed up to the
for the staff to use. Slimming World vouchers         Healthy Weight Declaration in December
(free for twelve weeks) are also on offer for         2016, many of the pledges contained in the
businesses and this initiative was recently offered   declaration will contribute towards achieving the
to Council staff between September 2017 and           Councils key objectives in the:
January 2018, which resulted in 87 Council staff
losing a total of 60 stone in weight.                 Strategy for Knowsley
                                                      The strategy commits the Council and its
The Council’s Healthy Knowsley website was            partners to achieving the following goals
developed in 2014 as a one-stop-shop for advice       by 2023:
and information on all lifestyle behaviours.
In 2017, the website was refreshed and now             • Attractive, sustainable neighbourhoods
includes specific pages relating to healthy              with a wide choice of housing and excellent
pregnancy across all trimesters. There are also          community facilities.
links to relevant local and national websites,         • Vibrant and welcoming town centres.
for example, further support around healthy
                                                       • Residents and local communities who are
eating, physical activity or information from NHS
                                                         able to make positive lifestyle choices.
Choices. It also has a self-referral option into
the Healthy Knowsley Service. The website quite        • High quality employment areas which help
clearly supports the self-care agenda.                   to drive economic growth in the Liverpool
                                                         City Region.
The continued investment in the delivery of NHS
                                                       • Narrow the gap in deprivation levels both
Health Checks for 40 to 74 year olds has also
                                                         between different parts of the Borough and
seen a consistent upward trend in the uptake
                                                         between Knowsley and elsewhere.
of health checks in Primary Care since 2015. As
part of an NHS Health Check, BMI and levels
of physical activity are assessed and between
January and December 2017, 3,349 residents
had their BMI measured with 71% classified as
overweight/obese. Following a health check in

                                                                                                          5
Knowsley Council Corporate Plan
    2017-2020
    The vision of the plan is to make Knowsley a
    place where all children have the best start
    in life, where every family thrives and where
    all young people aim high and achieve their
    potential.

    Priority two: Maximise the Council’s
    contribution to the health and wellbeing of
    Knowsley residents

    Knowsley Joint Health and Wellbeing
    Strategy 2016-2020
    The vision of the strategy is to work together for
    a healthier and happier Knowsley. The following
    are the relevant priority and outcomes contained
    in the strategy:
    Priority: Promoting Healthy Living
    Outcome: People living longer, healthier lives in
    Knowsley

6
SECTION 1

Policy and Partnership

National Context                                                     • 26% of adults consumed the recommended
• In 2015, 58% of women and 68% of                                     five or more portions of fruit and vegetables
  men were overweight or obese. Obesity                                a day in 2015. Women (27%) were more
  prevalence increased from 15% in 1993 to                             likely to do so than men (24%).
  27% in 2015.                                                       • In 2014, 52% of 15 year olds reported that
• In 2015/16, over 1 in 5 children in Reception,                       they consumed five or more portions of fruit
  and over 1 in 3 children in Year 6 were                              and vegetables a day.
  measured as obese or overweight.                                   • In 2015/16, 26% of adults were classified
• In 2015/16 there were 525,000 admissions                             as inactive (fewer than 30 minutes physical
  in NHS hospitals where obesity was recorded                          activity a week).
  as a factor.                                                       • 449,000 items were prescribed for the
• In 2015/16, there were 6,438 finished                                treatment of obesity in primary care in 2016.
  consultant episodes in NHS hospitals with a                          That is 7% less items than in 2015 and
  primary diagnosis of obesity and a main or                           continues a downward trend from 2009.
  secondary procedure of bariatric surgery.                            Despite the downward trend, Knowsley is
                                                                       still one of the areas with the highest rates
• Over three quarters of bariatric surgery                             of prescribing for obesity medication - see
  patients were aged between 35 and 54, and                            Figure 1 below3.
  over three quarters of patients were female.

Figure 1
Knowsley is an area with high prescription rates for the treatment of obesity

Prescription items for the treatment of obesitya
Prescriptions per 1,000 population
By Clinical Commissioning Group (CCG)                              By NHS Commissioning Region
NHS Stoke on Trent        15 to 21 (12)                            North of England had the highest prescription rate with
and NHS Knowsley          10 to
Policy and Strategy Updates                           CONST identified the following four
    There are a number of strategies and policies         strategic high impact changes needed
    that link into the obesity agenda:                    to tackle the growing trend of obesity
                                                          (See Appendix One):
    The National Childhood Obesity Plan 20164 - is
    the Government’s plan to reduce England’s rate         1. Building local intelligence;
    of childhood obesity within the next 10 years by       2. Harnessing the contribution of
    encouraging:                                              existing community resources within
     • Industry to cut the amount of sugar in food            local healthy weight pathways;
       and drinks.                                         3. Workforce development; and
     • Primary school children to eat more healthily       4. Workforce health.
       and stay active.
                                                         CONST identified five policies which can have
    Healthy Lives, Healthy People - A Call to Action     the greatest impact on levels of obesity across a
    for Obesity in England (2011)5 gives a new           range of scenarios6. These are:
    direction for work around obesity, moving
    beyond a focus on children towards a life course      1. Increasing walkability and cyclability of the
    approach, setting out two national ambitions of:         built environment.

     • A sustained downward trend in the level of         2. Targeting health interventions for those
       excess weight in children by 2020.                    at increased risk (dependent on ability to
                                                             identify these groups and if reinforced by
     • A downward trend in the level of excess               public health interventions at the
       weight averaged across all adults by 2020.            population level).

    In 2011, the Department of Health published           3. Controlling the availability of and exposure
    a report on the findings from the Childhood              to obesogenic foods and drinks.
    Obesity National Support Team (CONST),                4. Increasing the responsibility of organisations
    established with the primary purpose to                  for the health of their employees.
    improve the quality and impact of healthy
                                                          5. Early life interventions at birth or in infancy.
    weight delivery systems and interventions.
    CONST completed 44 diagnostic visits across
                                                         The Healthy Weight Action Plan will focus
    England and focused on those areas facing the
                                                         on the four strategic high impact areas
    greatest challenges in positively influencing
                                                         identified by CONST in an effort to take
    the health behaviours of the local population,
                                                         a systems wide approach to address the
    Knowsley featured in the report.
                                                         spiralling levels of obesity in the borough.
    They found that by adopting a structural and
                                                         The Chief Medical Officer published guidelines
    systematic approach to tackling obesity, local
                                                         on physical activity (2011), ‘Start Active, Stay
    areas can achieve system and scale and make
                                                         Active’7 which span the life course. They contain
    significant and early progress in achieving better
                                                         information on suitable types and levels of
    healthy weight outcomes.
                                                         physical activity depending on age and
                                                         present ability.

8
Change4life is a Department of Health initiative    Other strategies include; Turning the Tide of
aimed at encouraging and supporting people to       Inactivity (UK Active, 2014) Get Everybody
‘Eat Well, Move More, Live longer’8. Although       Active Every Day (PHE, 2014). Cycling and
originally aimed at addressing childhood obesity,   Walking Investment Strategy (2017) - outlines
it now focuses on providing information, advice     the Government’s ambition to make cycling and
and guidance across the life course.                walking a natural choice for shorter journeys, or
                                                    as part of longer journeys by 204011.
 The Public Health Outcome Framework9
 identifies several outcome indicators which        Locally, the Knowsley Children and Young
 relate to obesity:                                 People’s Plan 2017-2020 provides the strategic
                                                    direction for the delivery of positive outcomes
  • Breastfeeding initiation and continuation
                                                    for children and young people in Knowsley.
    at 6 weeks.
                                                    It includes a collective partnership vision and
  • Proportion of children aged 4 to 5              a series of outcomes and priorities to guide
    classified as overweight or obese.              direction and focus as well as key actions to be
  • Proportion of children aged 10 to 11            carried out by 202012.
    classified as overweight or obese.
                                                    The plan includes:
  • Excess weight in adults.
                                                     • Giving Children the Best Start in Life - this
  • Proportion of adults achieving at least 150        relates to improving a child’s life chances
    minutes of physical activity per week.             from birth, promoting active healthy lifestyles
  • Proportion of adults classified as inactive.       and positive mental wellbeing.
  • Utilisation of green space for exercise or       • Maximising the council’s contribution to the
    health reasons.                                    health and wellbeing of Knowsley residents.

The National Institute for Health and Care          The Healthy Weight Plan will also support the
Excellence (NICE) Guidance ‘Obesity: working        delivery of Knowsley Green Spaces Plan and the
with communities, 2012’10 recommends Health         Merseyside Local Transport plan.
and Wellbeing Boards ensure:
                                                    In line with national policy, the Healthy Weight
 • A multi-agency approach is in place
                                                    Plan will aim to encompass the entire evidence
   to address obesity prevention and
                                                    base in its life course approach with priorities for
   management.
                                                    early years, children and increased interventions
 • Activities are integrated within joint health    in primary care. A life course approach can
   and wellbeing strategies and broader             help identify critical periods when people are
   regeneration and environmental strategies.       more likely to change behaviour, for example,
                                                    when starting school or becoming a parent, and
 • Partners provide funding beyond one
                                                    ensure that action is taken within the context of
   financial or political cycle as the challenges
                                                    people’s lives. It is also important to take actions
   of obesity cannot be met in the short term.
                                                    that reach the whole population, as well as
                                                    adjusting the ‘intensity’ of activity to meet the
                                                    needs of specific groups.

                                                                                                           9
SECTION 2

     Excess Weight

     Figure 2
     Public Health England; the annual cost of obesity

                                                            Obesity
                                                           medication           Social care

                                                          £13.3m              £352m

                           Cost to                                              Obesity
                                                             Cost to
                            wider                                              attributed
                                                              NHS
                          economy                                             days sickness

                        £27bn                             £6.1bn               £16m

     Many things affect healthy weight including          While most people understand that regular
     lifestyle, living and working conditions, and        exercise and healthy eating will promote a
     access to food and leisure services. Most people     healthy weight, even if just in the short term,
     know the facts about healthy eating and              many don’t have the knowledge or support
     keeping active. However, as outlined in the          to put it into practice. Evidence shows that
     Foresight Report in 200713 making it happen          increasing knowledge doesn’t necessarily lead
     is more complex. We are all affected by social       to behavioural change; the social, cultural and
     norms and by our environment. The slimming           financial context, all need to be understood and
     and fitness industries and weight management         carefully considered at a local level. There is
     services have been the traditional approaches        huge potential to influence behaviour, but the
     to achieving a healthy weight. However, they         capacity and capability of practitioners to deliver
     haven’t worked for many people within our            behaviour change at individual and population
     communities and a broader approach is needed.        level needs to be enhanced. The ability of
     The Foresight Report 201014 concluded that           individuals to respond to advice or information
     preventing obesity is a societal challenge,          will depend on the extent to which it can be
     similar to climate change. It requires partnership   incorporated into his or her personal system
     between government, science, business and            (lifestyle). While small scale interventions can
     civil society, however, it is also part of a much    have a limited positive impact on tackling
     broader agenda.                                      obesity, significant action is needed to tackle the
                                                          cultural and psychological context13.

10
By 2050, the prevalence of obesity has been          Over the past few decades advances in
predicted to affect 60% of adult men, 50% of         technology have reduced the need for physical
adult women and 25% of children. The costs           work. Therefore lives which were physically
of overweight and obesity to society and the         demanding are now increasingly sedentary,
economy have been estimated at almost                reducing energy expenditure. The built
£16 billion (2007 figure). If the increase in        environment which has also changed in recent
obesity rates continues to be unchecked this has     years has also led to a decrease in physical
the potential to be £50 billion by 2050.             activity levels by decreasing the need to walk.
                                                     This can be particularly observed in how
 Overweight and obesity are a direct                 methods of travel have changed, with car
 consequence of eating and drinking more             use increasing substantially since the 1950s.
 calories and using up too few. This energy          Physical activity is a particular issue for children
 imbalance is driven by environmental,               in today’s society because an increase in traffic
 physiological and behavioural factors, all          has prevented children from playing or travelling
 of which interrelate and often reinforce            independently. Play is crucial to health and
 each other15.                                       development throughout childhood. According
                                                     to research, school aged children and young
During 2016/17 there have been a number of           people get more exercise from free play than
new studies and guidance documents published         from most structured activities, excluding
providing further evidence for tackling the          physical education classes. Therefore, it is
causes of obesity. A key feature emerging from       worrying that children are being prevented from
research evidence is that too much sugar in          playing. The availability of cheap and accessible
our diets is a key reason for increasing levels of   electronic equipment has also made the home
overweight and obesity.                              an increasingly attractive and comfortable
                                                     place to be, which is reflected in the decreasing
A tax on sugary drinks has been introduced in        levels of activity in childhood and increasing
April 2018 in line with the National Childhood       prevalence of obesity15.
Obesity Plan as a way to address obesity and oral
health. This approach incentivises manufacturers
to use less sugar in products and provide options
for consumers to buy sugar free alternatives.
Success has been significant across these areas
however restrictions on the advertising of foods
high in sugar and fat to children, particularly
pre-watershed, are slow and demonstrate little
or no progress so far.

A range of toolkits for action on local nutrition
and food poverty have been developed by the
National Heart Forum, Faculty of Public Health
and Public Health England amongst others
which aim to impact on healthy weight.

                                                                                                            11
SECTION 3

     The Local Picture

     Knowsley Adults                                     What are we doing to reduce
                                                         overweight/obesity in adults?
     • Over half of adults in Knowsley are classed       There are a number of initiatives commissioned
       as being overweight (37%) or obese (22%),         around the healthy weight and obesity agenda:
       which mirrors the national picture and
       marginally higher than across the whole of          • Tier 3 Specialist Weight Management Service
       Merseyside (21%). (Figure 3).                         - includes children and adults.

     • The 2012/13 Merseyside Adult Health and             • Healthy Knowsley Service - includes lifestyle
       Lifestyle Survey16, aggregating individuals’          courses and Tier 2 weight management
       fruit and vegetable consumption in Knowsley           programme for adults.
       shows that 35% consume at least five                • Delivery of Making Every Contact Count
       portions per day. On average, people in               (MECC) training for all frontline staff.
       Knowsley consume 3.9 portions of fruit
                                                           • Physical activity - community cycling,
       and vegetables per day, which is slightly
                                                             cycling and walking to work programme,
       below the average across Merseyside of
                                                             community wellbeing (physical activity)
       4.1 portions.
                                                             programme, green gyms, green spaces
     • Just fewer than three in ten adults in                rangers service.
       Knowsley (28%) engage in moderate-
                                                           • Working with students at Liverpool John
       intensity activity, defined as sports, fitness
                                                             Moore’s University and local hot food
       or recreational activities that cause a small
                                                             takeaways to change current practices and
       increase in breathing or heart rate such as
                                                             to consider creating healthier options.
       brisk walking, cycling or swimming; lower
       than the average across Merseyside.                 • Several campaigns have also been developed
                                                             and implemented, for example, This Girl Can
     • People in Knowsley are more likely to
                                                             (physical activity campaign) and GULP for
       have a hot food take-away from a local
                                                             young people and early year’s (campaigns
       non-chain outlet (22%), than from a large
                                                             aimed at reducing the number of sugary
       chain restaurant such as McDonalds, KFC
                                                             drinks consumed).
       or Burger King (14%)16.

     Figure 3
     Knowsley residents classed as obese

     England*                                      25%   18-24             9%

     Merseyside                              21%         25-34                       17%

     Knowsley                                 22%        35-44                             22%

                                                         45-54                                      30%

     Male                                    21%         55-64                                    28%

     Female                                     23%      65+                            20%

12
Knowsley Children                                      all secondary school children reported doing
                                                       moderate physical activity five or more times
There is a growing concern that children’s diets       in the last week.
contain too much sugar, salt, saturated fat and      • Nationally, 8% of children aged 11 to 18
too few vegetables. These are contributing             met the 5-A-Day recommendation of fruit
factors to Knowsley’s higher than average              and vegetables between 2012/13-2013/1417.
childhood obesity rates amongst children.              Of the 23 Local Authorities in the North
 • Data from the 2016/17 National Childhood            West, Knowsley is ranked 23rd (worse) for
   Measurement Programme (NCMP) show that              both reception and year 6 obesity.
   12.6% of reception year children (aged 4
   and 5) in Knowsley were classified as obese,
   which is a reduction on 2015/16 data.            What are we doing to support
 • The proportion of obese children in reception    overweight/obesity in children?
   year from Knowsley was still higher than          • Continued participation in the NCMP,
   the North West region (10.3%), England as           participation rate is currently >98% which
   a whole (9.6%), the Liverpool City Region           is higher than North West and England at
   average (11.5%) and Knowsley’s Statistical          94%18.
   Neighbour Group average (10.4%).
                                                     • Primary School Aged Children and Families
 • In contrast the proportion of children              Programme which builds on the Primary
   classified as obese in year 6 has increased to      Healthy School Weight Programme.
   27.8% (an increase on 2015/16 data), with
   only 56% in the healthy weight range.             • Healthy Child Programme for children, young
   This is also higher than the North West             people and families which focuses on early
   region (20.8%), England as a whole                  intervention and prevention.
   (20.0%), Liverpool City Region average            • Supporting schools around utilising the
   (22.9%) and Knowsley’s Statistical                  school sports premium, for example, the
   Neighbour Group average (22.5%).                    Rangers creating a ‘Daily Mile’ route which is
 • In the 2017 annual schools survey the               both easy to do and informative.
   proportion of Knowsley primary school             • Campaigns, for example; Change4Life and
   children who consumed five or more                  Give Up Loving Pop (GULP).
   portions of fruit and vegetables on the day
   before the survey was 16%, with 49% of
   pupils stating that they eat fresh fruit ‘on
   most days’. 38% of year 6 children reported
                                                    School Meal Provision
                                                    The School Meals Service operates in 59 of
   doing moderate physical activity five or more
                                                    the 61 schools (Primary, Secondary and Special
   times in the last week.
                                                    Sector) in the borough and offers a varied menu
 • The proportion of all secondary school           that caters for a wide range of different tastes
   children who consumed five or more fruit         and is compliant with the School Food
   and vegetables on the day before for the         Standards.
   2017 annual schools survey was 7%. 9% of

                                                                                                        13
Figure 4
      Childhood Obesity in Knowsley

                            30
                                                                                                                                                                                                 Year 6
                                                                                                                                                                                                 Reception

                            25

                            20
      % of obese children

                            15

                            10

                             5

                             0
                                 1998/99

                                           1999/00

                                                     2000/01

                                                               2001/02

                                                                         2002/03

                                                                                   2003/04

                                                                                             2004/05

                                                                                                       2005/06

                                                                                                                 2006/07

                                                                                                                           2007/08

                                                                                                                                     2008/09

                                                                                                                                               2009/10

                                                                                                                                                         2010/11

                                                                                                                                                                   2011/12

                                                                                                                                                                             2012/13

                                                                                                                                                                                       2013/14

                                                                                                                                                                                                   2014/15

                                                                                                                                                                                                             2015/16

                                                                                                                                                                                                                       2016/17

                                                                                                                   School year

     The School Meals Service recognises that for                                                                             Reviews of menu design are carried out with
     some of the borough’s pupils, a school meal                                                                              colleagues from public health on a periodic
     may be the only significant and nutritious daily                                                                         basis. This is in an effort to make incremental
     meal they have and will continue to work with                                                                            changes to menu design by swapping out
     colleagues from across the council to promote                                                                            options that could potentially be replaced by
     and encourage this. The aim is to reach the goal                                                                         healthier options, whilst balancing the need
     of children consuming five portions of fruit and                                                                         for maintaining popular choices that pupils,
     vegetables a day by providing a wide ranging                                                                             parents and schools want to see that maintain
     and attractive menu that maximises the take up                                                                           an economically viable level of uptake across all
     of school meals.                                                                                                         the sites.

14
Table 1
Health inequalities faced by Knowsley residents

 Indicator / Area                                                       England   Knowsley

 Healthy life expectancy at 65 years - male 2013-15                       63.4      59.1

 Healthy life expectancy at 65 years - female - 2013-15                   64.1      59.0

 Life expectancy at birth males - 2013-15                                 79.5      76.8

 Life expectancy at birth females - 2013-15                               83.1      80.4

 Mortality rate per 100,000 population from all causes                   184.5     262.4
 preventable (persons) 2013-15

 % Excess weight in 4 to 5 year olds (2015/16)                            22.1      27.8

 % Excess weight in 10 to 11 year olds (2015/16)                          34.2      39.2

 % Excess weight in adults (2013-15)                                      64.8      70.1

 % of physically active adults (2015)                                     57.0      53.0

 % of physical inactive in adults (2015)                                  28.7      35.1

 % Utilisation of outdoor space for exercise/health (2014/15)             17.9       9.3

 Self-reported wellbeing (% of people with low satisfaction) 2015/16       4.6       7.1

 Self-reported wellbeing (% of people with low worthwhile) 2015/16         3.6       5.6

 Self-reported wellbeing (% of people with low happiness) 2015/16          8.8      11.8

 Self-reported wellbeing (% of people with high anxiety) 2015/16          19.4      23.6

 Injuries due to falls in people aged 65 and over, Standard rate        1012.0    1548.0
 per 100,000 population (2014/15)

 % of adult social care users who have as much social contact as they     45.4      42.7
 would like (2015/16)

                                                                                             15
SECTION 4

     Lifestyle Behaviours

     Current lifestyle choices represent a risk to the
                                                          How many calories are in our food?
     health of the population and while there have
     been some improvements in lifestyle risks across     260 in a typical burger with cheese in a bun.
     the population, the greatest improvements
     are still in higher socio-economic groups.           880 in a 10-inch takeaway pizza.
     This section looks at the factors that impact on
     achieving/maintaining a healthy weight.              237 in a Krispy Kreme chocolate iced ring
                                                          doughnut.

                                                          338 in a Greggs tuna mayonnaise white sub
     Diet                                                 roll.
     Diet can have a major impact on health.
     Many people are eating more saturated fat,           244 in a 400g tin of Heinz spaghetti.
     salt and added sugar than the Government
     recommendations, and too little fruit,
                                                         Eating Disorders
     vegetables, oily fish and fibre. A healthy diet
                                                         Eating disorders are also an important factor
     should be based on the principles of the Eat
                                                         when looking at healthy weight. The National
     Well Guide19. According to Health Officials it is
                                                         Institute for Health and Care Excellence (NICE)
     estimated that people are consuming an extra
                                                         estimate that 1 in 250 females and 1 in 2,000
     200-300 calories a day. The recommended
                                                         males will experience anorexia nervosa in
     calorie intake per day to maintain a healthy
                                                         adolescence or young adulthood and that
     weight is 2,500 for men, 2,000 for women and
                                                         bulimia nervosa is about five times more
     between 1,600-2,500 for children20.
                                                         common. The management and treatment
                                                         of eating disorders is primarily through
     As a nation, our food culture has changed
                                                         psychological therapies22. These are not explored
     over recent decades. This has resulted in a shift
                                                         within this plan although any developments
     from the more traditional routine of shopping,
                                                         or public messages on healthy weight need to
     food preparation and cooking to an increased
                                                         consider the impact on people who are both
     reliance on the convenience of processed foods
                                                         overweight and underweight. The commissioned
     many of which are higher in fat, sugar and salt.
                                                         specialist obesity service offers an eating disorder
     More than one-quarter (27.1%) of adults and
                                                         service and from April 2017 will include a Young
     one-fifth of children eat food from out-of-home
                                                         People’s Community Eating Disorder Service, for
     food outlets at least once a week. These meals
                                                         children and young people aged 8 to 18 who
     tend to be associated with higher energy intake;
                                                         are referred by GP’s, teachers, school nurses,
     higher levels of fat, saturated fats, sugar, and
                                                         social workers and other health professionals.
     salt, and lower levels of micronutrients21.

     These trends in food consumption together
     with the high levels of obesity in Knowsley         Malnutrition
     present a compelling case for interventions to      Malnutrition can have significant adverse effects
     improve access to healthy food, control the         on health and wellbeing, however it can be
     proliferation of takeaway food establishments       managed by assessing the level of risk, medical
     and improve the quality of food served in           management, treating the underlying cause
     commercial catering premises.                       and access to a multidisciplinary team including;

16
Dieticians, Occupational Therapists, Speech and      Food is often a flexible element of family
Language Therapists, Community Matrons and           finances and when funding is tight families may
Community Pharmacists. Management options            prioritise high energy dense food. Families on a
include fortification of food, assistance with       limited budget may not be able to risk wasting
eating, addressing social issues for example         food that has a limited shelf life such as fresh
assessing the ability to shop both physically        fruit and vegetables and rely on processed foods
and financially and the preparation of food.         instead. Some families are affected by food
Knowsley’s Community Dietetic Service                security and the rise in food banks in the UK is
provides services to support residents, including    testament to the number of families for whom
one-to-one assessments and treatment plans           having the basics can be a challenge at times.
along with training for health and social care       Cooking skills and facilities also impact on how
staff on MUST which is a malnutrition universal      families eat and how healthy their overall diet
screening tool23.                                    is. Feedback from residents from lower income
                                                     households suggests that preparing and eating
                                                     fresh and healthy food is viewed positively.
Food Poverty                                         However, intentions of parents to feed their
Knowsley is the second most deprived area            children healthy foods can become strained and
in England. There is a steady rise in obesity        difficult to maintain after a child reaches the age
prevalence with increasing deprivation for both      of two24.
Reception and year 6 children. Key research
shows that households/individuals who are in
poverty or are socially disadvantaged have worse     Oral Health
dietary-related outcomes and that nationally         Oral health is an important aspect of the overall
children growing up in poverty are less likely to    health status of children. A major cause of
have a healthy weight. Food poverty is more          tooth decay is juices and fizzy drinks, which
likely amongst those; who have a low income,         can be high in sugar and have few nutrients.
are unemployed, have a disability or are a           In Knowsley, children are being admitted to
member of a black or minority ethnic group.          hospital for tooth extraction at a younger age
Whilst there is some emerging evidence that          than the national average. Of the number of
national child obesity levels have plateaued,        children admitted for tooth extraction,
rates in the more deprived areas continue to rise.   three-quarters were aged under 10, compared
                                                     to 57% aged under 10 across England25.
According to the latest available figures (2013),
there are 10,205 children living in poverty
in Knowsley, which represents 28.9% of all           Alcohol
children living in the borough (higher than the      Alcohol contains calories and many people who
England average of 18%). Knowsley has the            are watching their weight forget to count these.
ninth highest proportion of children living in       In Knowsley, 58% of adults drink alcohol, which
poverty out of all local authorities in England,     is consistent with the Mersey Cluster (59%)
and the second highest in the Liverpool City         but slightly lower than England (62%). Men
Region. Of the 23 Local Authorities in the North     are more likely to drink alcohol than women
West, Knowsley is ranked 23rd (worse) for both       (65% compared to 52%) and people aged 18
reception and year 6 obesity.

                                                                                                           17
to 24 are the most likely cohort to drink alcohol     average of 57% (representing 66,918 of the
     (70%). Research also suggests that alcohol            population) this would equate to 4,696 more
     consumption is higher in the more affluent            people being physically active.
     groups of the population with 67% of people
     in full time work drinking alcohol compared to        The design of where we live and access to
     53% who are not in work26.                            good quality facilities or areas which encourage
                                                           activity either formally or informally also
                                                           influence our activity rates. The planning system
     Breastfeeding                                         has a key role to play in ensuring that new
     Based on the available evidence, breastfeeding        development encourages active travel and
     appears to provide some level of protection           provides sufficient green space (or facilitates
     against childhood overweight and obesity.             access to existing green space) for residents to
     Together with other targeted nutrition                enjoy for leisure and recreational purposes.
     interventions, breastfeeding can therefore be an      Promotion of active travel greatly contributes
     important component of strategies to reduce           to increasing activity levels as part of daily life
     the risk of overweight and obesity in children22.     as transport is important for people to access
     Breastfeeding rates in Knowsley are increasing        education, training or employment. Evidence
     slowly although they are still much lower than        suggests that families with low incomes who live
     regional and national rates. Breastfeeding            in deprived neighbourhoods are more adversely
     initiation in Knowsley is currently 47.7% with        affected by the impacts of poor transport access
     18% of mothers continuing after 6 to 8 weeks,         than others in more affluent neighbourhoods.
     compared to 43.2% continuation average                Feedback from local residents tells us that high
     for England27.                                        transport costs is a growing concern for many
                                                           young people24.

                                                           Active travel is lower in Knowsley compared to
     Physical Activity                                     other Merseyside areas with 29% of residents
     While the benefits of physical activity on general
                                                           reporting they do not spend any time walking
     health are widely known it is diet that has the
                                                           or cycling for travel26. According to Natural
     greater overall effect on weight loss (80%)
                                                           England 2015/16, Knowsley’s utilisation of
     with physical activity accounting for 20%.
                                                           green spaces for exercise and/or health reasons
     However, achieving 150 minutes of moderate
                                                           has seen a sharp increase to 21% from 9.3%
     intensity physical activity a week for adults helps
                                                           in 2014/15, compared to 17.5% for the North
     prevent and manage over 20 chronic conditions
                                                           West and 17.9% nationally29.
     including coronary heart disease, stroke, type
     2 diabetes, cancer, obesity, mental health
     problems and musculoskeletal conditions28.
                                                           The Local Population
     The over 16 year’s population of Knowsley             The 2012 Lifestyle Survey30 found that people
     is approximately 117,400 based on 2016                in Knowsley value good health highly with 9 in
     estimates. According to the Active People             10 people agreeing that there is nothing more
     Survey, to achieve a shift from Knowsley’s            important than good health (93%). However,
     current activity rate of 53% (representing            many people in Knowsley are relatively fatalistic
     62,222 of the population) to the national             with 58% of people thinking if a person is

18
meant to get ill, it doesn’t matter what a doctor   Local Assets
tells them to do, they will get ill anyway.         Assets can be described as the collective
                                                    resources which individuals and communities
The survey identified population segments           have at their disposal, which protect against
(Appendix 2) for Knowsley, which helps              negative health outcomes and promote health
us to understand different attitudes and            status. Asset based approaches recognise that
motivations to health and how we need to            sustained positive health and social outcomes
tailor our approach. Groups which are very          will only occur when people and communities
resistant to traditional health messages require    have the opportunities and facility to control and
intensive support, community led solutions          manage their own futures.
with peer support playing a vital role. The
influence of family, friends and peer support       Knowsley has some excellent assets that can
is well established in Knowsley as a key driver     impact upon inactivity. This includes physical
for achieving behaviour change. The Target          assets with a significant proportion of green
Wellbeing Programme31 in Knowsley which             space including green gyms and modern leisure
ran between 2008 and 2012 showed the                facilities as well as community led activities such
impact and capability that the third sector and     as walking and cycling groups32.
community groups have in reaching population
groups and developing partnerships that
sometimes traditional services cannot do alone.

                                                                                                          19
SECTION 5

     Evidence Base

     In 2016 an obesity evidence review was
     conducted by Knowsley Public Health that               Obesity Insight
     looked at the evidence base for effective              To inform the design and take up of healthy
     interventions in the treatment of obesity.             weight services, local insight was gathered in
     A summary of the National Institute for Health         2017 with a focus on better understanding
     and Care Excellence (NICE) guidance and further        the attitudes, behaviours and awareness of
     emerging evidence can be found at Appendix 3.          childhood obesity and oral health.

                                                            The period between a child’s universal
                                                            developmental health check (2 to 2.5 years old)
     Primary Care                                           and starting school (approximately 5 years old)
                                                            has been identified as a key time when problems
     It appears that GPs are nervous of telling people
                                                            relating to obesity and oral health occur.
     they are overweight and worry that initiating
     any discussion will lead to a long, fruitless
                                                            As with other health issues there are many
     conversation about failed diets and eating
                                                            factors that can affect positive behaviour change
     habits that will go on long beyond a 10 minute
                                                            in relation to obesity.
     consultation. However, a recent study has shown
     that GPs who raise the issue of their patients’
                                                            The insight identified three ‘typical’ families in
     obesity in the surgery will not offend them and
                                                            Knowsley:
     are likely to help them reach a healthy weight.
     According to research published in the Lancet           • Young Chaotic Families - low educational
     Medical Journal33, a trial 30 second intervention         attainment and poor understanding of
     in which the GP suggests the patient’s weight             healthy lifestyles, often have substance
     may be affecting their health and offering them           misuse problems;
     a place on a weight-loss programme revealed             • Hardworking Parents - both parents busy
     advice can make a major difference.                       will have good knowledge of healthy living
                                                               and support networks in place, but struggle
     Physical activity brief advice in healthcare is also      with time and issues with overweight can go
     effective at getting individuals active. It has been      unnoticed;
     suggested that one in four people would be
     more active if advised by a GP or nurse, but as         • Information Hungry Parents - typically
     many as 72% of GPs do not discuss the benefits            want the ‘best start’ for their children and
     of physical activity with patients. A nationwide          will do everything possible to do this.
     study has revealed that 80% of GP’s in England            Often start with breastfeeding.
     said they were unfamiliar with the national
     physical activity guidelines, and more than 1 in 7
     said they were not confident in raising the issue
     of physical activity with their patients34.

20
Key Findings                                         From this insight we can see that by ‘joining
A key theme that kept coming up, was being           up the dots’ for people; for example less silo
unable to recognise overweight and obesity,          working and services working more collectively
particularly when children are perceived as          to ‘push’ the correct messages and information
being physically active, and wanting the best        out at the right time we can go a long way
start or life for their children was seen as a key   to influencing the capability, opportunity and
motivator for change Overall there was a lack        motivation for parents and carers. This could be
of knowledge and understanding when making           through effective commissioning of appropriate
the connection between healthy eating and how        services, targeting those in need, and harnessing
a poor diet affected teeth and weight.               the contribution across all sectors, by recognising
                                                     and utilising the opportunity to reach vulnerable
The findings also noted that having the right        families through third sector organisations such
capability, opportunity and motivation at the        as Homestart.
right time are key factors that drive positive
engagement and action in overcoming barriers         During the foundation years (children aged 2 to
and excuses that arise.                              5 years) it is essential to be proactive and create
                                                     the right environments for parents/carers to ask
It is essential that people are encouraged to        questions around weight and NCMP. Increasing
make positive choices by ensuring people:            the number of trained staff who can recognise
                                                     the signs of overweight early and who feel
 • Have the necessary knowledge, skills              confident enough to raise the issue in a
   and capacity to make positive choices.            non-judgmental way will ensure issues are
   (Capability)                                      addressed much earlier in the child’s life.
 • Have sufficient opportunity to do these
   things - easy and convenient access to            The delivery of well-structured local behaviour
   relevant services; encouragement and              change campaigns such as Change4Life and
   support and/or sufficient triggers and            GULP can also support increases in personal
   opportunities to engage in positive               motivation and help people to see the
   behaviours. (Opportunity)                         importance of healthy weight to them and
                                                     their family.
 • Recognise that it is relevant to them and
   their family and believe it is an important
   thing to do. (Motivation)35

                                                                                                           21
SECTION 6

     Knowsley Healthy Weight Plan

     There are many challenges associated with            The action plan for Knowsley will focus on the
     reducing obesity levels and while these              four overarching strategic high impact changes
     challenges are not exclusive to Knowsley,            as identified by CONST (See Appendix One) and
     significant health inequalities exist across the     we will aim to demonstrate significant progress
     borough and are starker in an area of such           across all the development areas. The Local
     deprivation. We understand this and that’s           Authority will provide the strategic leadership
     why the plan, although having a life course          to ensure that healthy weight is central to
     approach, will have a greater emphasis on early      Knowsley’s locality strategic plans, policies and
     years. Obesity, particularly amongst children in     commissioned contracts.
     the foundation years is becoming a growing
     concern. We will also aim to exploit the contact     There is no extra budget associated with the
     opportunities in primary care to act as a catalyst   delivery of the Healthy Weight Plan; all actions
     for change much earlier, as evidence has             will be agreed and achieved using a collaborative
     suggested a fear and lack of confidence in this      approach with key partners and stakeholders
     area from GPs.                                       combining areas of good practice to start
                                                          reducing the prevalence of excess weight in the
     The plan will be effective by applying the           borough by 2021 and beyond.
     principles of behaviour change to raising
     awareness and training with cross sector             A Healthy Weight Steering Group will be
     workforces. Population level behaviour change        established to take the action plan forward.
     requires a system wide approach which will           This will involve senior partners from across
     support to reduce the barriers and enable            various teams, agencies and organisations
     people to lead healthier lives; from changes in      coming together, taking ownership and being
     policy, the physical environment, organisations      accountable for their actions. For example,
     and institutions leading the way and the social      increasing early identification of overweight /
     environment; increasing knowledge and skills         obesity.
     within communities.

     We know that transformational change will
     not be delivered by a top down approach.
     Knowsley Council sets out the plan, but is
     reliant on everyone across the system and within
     communities to recognise the critical role that
     they can play in bringing about positive change.
     The most successful examples of person and
     community centred approaches in practice are
     those developed by people and communities,
     working with and alongside commissioners,
     providers and policy makers, who co-design and
     co-deliver solutions that work36.

22
SECTION 7

The Action Plan

The local authority together with key partners will work on:

1. Building Local Intelligence

Objectives
 • Make best use of resources and funding.
 • Identify local variations and better targeting of resources.
 • Ensure that all data, intelligence and evaluation is shared.
 • Identify gaps and reduce areas of duplication.
 • Adopt robust evaluation methods to assess whether or not the particular service or project is
   delivering the desired/intended outcome.

Actions                                                                 Who                 When

Continue to provide the rationale for investment in cycling       KMBC:                 Ongoing
and walking infrastructure. For example, including                Public Health,
programmes to support active travel, by ensuring that the         Planning,
needs of people walking and cycling are factored into all         Highways
transport infrastructure investment. This includes ensuring       Knowsley Chamber
that our streets and neighbourhoods are walking and               of Commerce
cycling friendly.

Utilise evidence of best practice around collaborative working    Local Authority       Ongoing
to support pooling of budgets locally and across borders.

Continue to identify trends, drivers and patterns of the          KMBC:                 Ongoing
physical activity behaviour of different cohorts and people       Policy Impact and
living in different parts of the borough. For example, increase   Intelligence,
understanding of the individual, social, environmental and        Public Health,
policy factors that influence physical activity behaviours by     Volair
exploring the evidence of what works to support active lives.

Consistently share evidence, data and local intelligence with     KMBC:                 Ongoing
key partners, for example, Local Authority, Clinical              Policy Impact and     Identify key
Commissioning Group, Primary Care and schools, by                 Intelligence,         contact across
identifying a named contact in each area. This would include      Public Health         areas in Year 1
sharing ward level data and intelligence around NCMP.

Work with partners to continue to develop and utilise local       Local Authority and   Ongoing
and national insight findings to direct targeting of resources.   relevant partners
For example, local obesity insight findings in early years.

                                                                                                          23
Actions                                                                Who                  When

     Maximise co-creation opportunities across sector workforces      All providers of       Ongoing
     to embed meaningful evaluation in all interventions and          commissioned
     initiatives. This should include; an evaluation of approaches    services
     which enable the capture of the invisible outcomes, such as,     All relevant
     social change, community strength and economic growth.           Council directorates

     Work with partners to gather insight that will provide local     KMBC: Workforce      Year 1
     data to further understand:                                      Development, Public
      • How the workforce can positively influence the behaviour      Health, Occupational
        of less active people across Knowsley.                        Health,
      • The priorities and requirements to support and develop        NHS providers
        a healthy workforce for the future.                           Knowsley Chamber
                                                                      of Commerce

     2. Harnessing the Contribution

     Objectives
      • Drawing out the specific and expected contribution to this agenda by using existing community-
        based programmes and services.
      • Developing the necessary mechanisms to ensure that effective local signposting through
        partnership working is in place.
      • Maximising the opportunities presented to engage families, For example, Primary Care, through
        the Healthy Child Programme, contact points with frontline staff, and the NCMP process.

     Actions                                                                Who                  When

     Ensure that healthy weight is integrated into locality working   KMBC: Whole Life       Year 2
     around health and social care, transformational locality plans   Commissioning
     and local care organisations. For example, supporting ‘age       Team,
     friendly community’ approaches across the whole system, to       Communities Team,
     reduce social isolation, and the risk and effects of long term   Knowsley CCG
     conditions through active ageing.

     Continue to work collaboratively with local authority            KMBC Partners          Ongoing
     partners to take forward the healthy weight declaration
     pledges. For example, support a wide-ranging workforce
     from planners to developers to understand and embed active
     design principles in their work, showcasing excellent practice
     that demonstrates how places designed for active lives are
     also more appealing and commercially viable.

24
Actions                                                                  Who                When

Work with partners to embed physical activity at the heart of      Knowsley CCG,       Year 2
broad approaches to social prescribing across Knowsley.            Primary Care,
                                                                   KMBC: Public Health

Continue to work with a range of diverse providers to ensure       KMBC: Public Health Ongoing
that there is a focus on physical activity and sport provision     Commissioned
which engages inactive people, challenges and addresses            services e.g. Volair,
stubborn inequalities in participation and helps to support        Falls and Wellbeing
people to maintain an active lifestyle through the key             and Community
transitions throughout their life. Including supporting a social   Cycling,
movement towards healthy weight as the norm, for example,          Communities Team
increasing activities for people with disabilities through
funding via the Council’s Better Together Fund.

Continue to explore and apply for external funding to              KMBC: Public Health Ongoing
increase physical activity, for example, Sport England and         Knowsley Chamber
Merseytravel.                                                      of Commerce

Engage with and support all education settings to explore          KMBC: Public Health, Year 3
innovative ways to take forward the National Childhood             Schools Team,
Obesity Plan by implementing the recommended amount of             Commissioned
physical activity per day. For example, embracing approaches       services e.g. Rangers
like the ‘Daily Mile’, along with developing school governors
as healthy weight champions for each setting.

Create effective working partnerships with early year’s            KMBC: Public Health, Year 2
providers to take forward initiatives to tackle obesity.           Early years providers,
For example, exploring opportunities to pre-empt the NCMP          Commissioned
programme by piloting weighing and measuring in the                0-5 service
foundation years (3 to 5 years), implementing the ‘Daily
Toddle’ and signposting parents to Healthy Knowsley
Website to assist with meal planning for families.

Working with Knowsley Community & Voluntary Sector                 KMBC Communities Year 3
partners to develop a coordinated approach to volunteering         Team
to increase and retain those engaged and ensure the                Knowsley
volunteering workforce is more diverse and representative of       Community &
Knowsley communities. For example, creating healthy weight         Voluntary Sector
champions in areas of greater need.

                                                                                                   25
Actions                                                             Who                 When

     Maximise the opportunity presented by other programmes,       KMBC: Public Health, Year 2
     for example, NHS Health Checks delivered by all GPs to        Primary Care
     further embed healthy eating and physical activity messages
     for priority population groups.

     Explore the opportunity with the Local Pharmaceutical         KMBC: Public Health, Year 1
     Committee for Healthy Living Pharmacies to engage with        Local Pharmaceutical
     residents around healthy weight. For example, MECC            Committee
     training and assessing BMI.

     Increase the scope of the multi-agency cycling network to     KMBC: Public Health Year 1
     include walking. For example, to co-ordinate communication
     and cross promoting for all local cycling and walking
     opportunities, in a joined up way wherever possible.

     Develop and deliver effective social marketing campaigns     KMBC: Public Health Ongoing
     locally and collaboratively which aim to raise awareness and
     change behaviours around healthy weight. For example,
     early years campaign based on the findings from obesity
     insight and an NHS health checks awareness raising campaign
     to increase uptake across the 40 to 74 years population.

     Redesign and launch the Healthy Knowsley Website to           KMBC: Public Health, Year 1
     enable residents the opportunity to self-care. Working in     North West
     partnership with the provider of the Healthy Knowsley         Boroughs Healthcare
     Service to develop a recognisable brand for the website and   NHS Trust
     the service.

     3. Workforce Development

     Objectives
      • Ensuring that all staff who have a contribution to make to the healthy weight agenda understand
        what that contribution is and that they are competent, confident and effective when delivering
        interventions.

     Actions                                                             Who                 When

     Continue to deliver training and champion the principles of   North West           Ongoing
     Making Every Contact Count (MECC) to integrate healthy        Boroughs
     weight into every conversation including policy makers as     Healthcare NHS
     well as front line health professionals.                      Trust

26
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