The number of people experiencing food and fuel poverty across the UK is rising, disproportionately affecting some groups in our society, resulting in an exacerbation of societal and health inequalities.
Recent research has identified these populations as:
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Low-income households with children
- People with long-term health conditions
- People living in deprived areas
- People from black, Asian and minority ethnic communities
- People with a disability
- Older adults
- Those who are just about managing.
People in these circumstances might be entitled to additional support from their local authorities. Accessing this support could help people to manage challenging circumstances and prevent them from deteriorating further. While this might increase demand on already stretched services, it is prudent to try to prevent people falling into crisis and requiring significantly more support and resources.
There is a clear need for local authorities to maximise access to support for those people who are entitled to it but are not making the most of the help, benefits and support available to them. Below are some of the ways to achieve this:
1–Increase people's knowledge of support services
2–Make services easy, accessible and inclusive
3–Reduce stigma and shame about accessing support services and give residents the confidence to access them.
At Hertfordshire CC, we have used behavioural science research to develop an awareness-raising communications campaign called Here for you this winter.
The campaign shines a light on existing services that help residents to stay well and manage with the increased living costs. We are also using case studies of real people accessing the services.
Making services accessible and simple to use is key to increasing opportunity and optimising uptake. If services are difficult to use and processes are complicated, residents may become frustrated or discouraged, leading them to disengage.
In Hertfordshire we have streamlined the process for residents to seek help, support and advice. The council's ‘HertsHelp' service has become the single point of contact for anyone looking for support or advice. Local authorities are likely to have more success in building a local support offer when it is based on local needs and resources.
Services can only be developed and delivered effectively if we understand, acknowledge, and address the behavioural barriers for all members of our communities. Thus, to ensure people receive appropriate help and support, local authorities need to engage communities to understand their key concerns and any barriers to uptake.
A key barrier to accessing support is the stigma that is often associated with using support services or seeking help in general. People who rely on assistance often feel ashamed and fear being judged and condemned by others. Their reluctance to access support might be fuelled by the desire to avoid feelings of shame.
Money has been found to be a particularly shameful topic for people in need of help, which makes them less likely to access services.
Local authorities should ensure that the language used does not create feelings of stigma. This can be accomplished by using language that is:
- Free from judgement or negative connotations: Focus on the help available, rather than the underlying issue causing the need for help. For example, ‘needing support' instead of ‘having money problems' or ‘struggling'.
- Free from any content that might cause shock or distress: Avoid words like ‘crisis' and ‘emergency' and focus on the positives. For example, ‘support measures for the cost of living' instead of ‘resources for the cost of living crisis'.
- Normalising needing and seeking help: Provide relatable case studies and testimonials from people within the target group who have accessed support. Observing others in a similar situation will increase a sense of empowerment and normality. Ensure that the communication channels and messengers are appropriate for the target group.
- Person-centred: Recognise people as individuals that are not solely identified and labelled by their conditions or circumstances. Avoid using words such as ‘poor people', use ‘people affected by the cost of living' instead.
- Collaborative and engaging: Avoid using authoritative or controlling language such as ‘if this is your situation, this is what you should do'. Instead use phrases such as ‘if this is your situation, this is the support that is available to you'. More guidance and advice for local authorities can be found in the full paper.
In the paper, you can find practical frameworks that you can apply right away. These are backed by the behavioural science literature and trusted by experts in the field. They have been developed to help local authorities find ways to simplify processes and access to services, and identify ways to remove any psychological, environmental or motivational obstacles that are preventing their residents from accessing help and support.
- The behavioural science resource for local authorities is available here.
Ludovico Nocco is behavioural science specialist in the Behavioural Change Unit at Hertfordshire CC
