CTP882 Falls Prevention: Research and Social Marketing Campaigns

The Council is seeking a provider with a proven track record over 3 years, to deliver a combined research and social marketing campaign(s) across the county of Derbyshire (excluding Derby City) to address the impact of and help prevent falls among older people. The Council is looking to secure the services of an enthusiastic provider to create and deliver an innovative provision across three phases and take responsibility for working effectively with other stakeholders.

The Council is prepared to consider a partnership bid to deliver each phase of the service. The research element (Phase 1) will be undertaken over the first 6 months by examining international and national research but primarily conducting local research on adults' awareness of, attitudes towards and behaviours around falls and falls prevention.

This would ideally include methods designed to identify population groups most at risk of falling in Derbyshire, qualitative research, and a review of the current provision of falls prevention services provided across the county. Research will secure an evidence base to identify the awareness of, attitudes towards and behaviours around falls and falls prevention across: • The diverse communities of Derbyshire • Different age groups e.g. those who have fallen (65+), those at risk (65+), those affected i.e. carer's (all ages), those approaching older age (50-64) • Different genders • Different socio-economic groups • Specific targeted localities The research in Phase 1 will determine the design of the social marketing campaigns, target cohorts and precise messages (Phase 2 & 3) which will be directed at all those at risk of or affected by falls.

The provider will also be required to work with existing services delivering falls prevention interventions to ensure messages are tested and incorporated into current practice. Social marketing messages will be designed to achieve what works best, with whom and how it is best delivered for the specific targeted group, in order to create the greatest impact on awareness of, attitudes towards and behaviours around falls and falls prevention.

These messages will need to be age-friendly and delivered via the correct mediums informed by the Phase 1 research. This service has a value of between £40,000 and £65,000 over a three year period.