Asgard service in national showcase

ShowCase features successful UK and international programmes, which have used social marketing techniques to achieve real behavioural changes.

The Asgard (advice, support, guidance, advocacy, referral and direction) project, established in February 2009, aims to reduce the number of 16-19 year olds in North East Lincolnshire who repeatedly use the accident and emergency service.

On average 20 young people every day visit the Emergency Care Centre at Diana Princess of Wales Hospital in Grimsby with complaints ranging from substance misuse and related injuries, to self harm and undiagnosed or poorly managed chronic illnesses.

The project involved extensive research with young people, which laid the foundation for the appointment of a new team that works on a one-to-one basis with vulnerable young people to help them tackle complex health challenges. It is complemented by a parallel initiative to raise young people's aspirations by offering them the opportunity of paid work with the Care Trust Plus, thereby broadening their horizons and offering alternative life choices for the future.

Annie Darby, Asgard project lead, said: “Asgard is a unique service which was created with an aim to provide targeted care and support for young people in the 16-19 age group who fall between the gaps with the existing service provision.

“The project is a great example of how social marketing can be used to reach out to young people.

“We are thrilled to have been included in the ShowCase as the project goes from strength to strength.”

In the first 12 months of the project, Asgard worked with 234 of the 652 vulnerable people aged 16-19 presenting at accident and emergency. Seventeen young people are undertaking work placement, two young people have secured posts with the CTP, three have gained employment elsewhere, and two are returning to full-time study.

The case study can be viewed online at the National Social Marketing Centre website: www.nsmcentre.org.uk/