Table 1.
Study areas, showing eight postcode areas (columns A and C) allocated to AdWords and eight postcode areas (columns B and D) allocated to another intervention and control (total population 7,000,564).
| Study area characteristic | A (AdWords) |
B (local websites) |
C (AdWords and local websites) |
D (control) |
| Total population | 1,797,192 | 1,618,281 | 1,636,920 | 1,948,171 |
| Postcode area | Liverpool (L) | Leeds (LS) | London SW (SW) | Nottingham (NG) |
| Estimated populationa | 843,450 | 737,343 | 783,340 | 1,080,230 |
| Previous use of LLTTFb (rate per 100,000 population) | 57 | 68 | 56 | 59 |
| Approximate distance (miles) to nearest control (center to center) | 35 to Oldham | 29 to Oldham | 130 to Dudley | NAc |
| Postcode area | Redhill (RH) | Southend (SS) | Kingston (KT) | Oldham (OL) |
| Estimated population | 494,414 | 493,206 | 490,104 | 443,800 |
| Previous use of LLTTF (rate per 100,000 population) | 39 | 46 | 52 | 43 |
| Approximate distance (miles) to nearest control (center to center) | 120 to Dudley | 160 to Dudley | 130 to Dudley | NA |
| Postcode area | Lancaster (LA) | Slough (SL) | Darlington (DL) | Dudley (DY) |
| Estimated population | 325,972 | 337,631 | 341,488 | 397,639 |
| Previous use of LLTTF (rate per 100,000 population) | 31 | 23 | 38 | 32 |
| Approximate distance (miles) to nearest control (center to center) | 45 to Oldham | 110 to Dudley | 75 to Oldham | NA |
| Postcode area | Harrogate (HG) | Kirkwall (KW) | Shetland (ZE) | Hebrides (HS) |
| Estimated population | 133,356 | 50,101 | 21,988 | 26,502 |
| Previous use of LLTTF (rate per 100,000 population) | 79 | 246 | 155 | 136 |
| Approximate distance (miles) to nearest control (center to center) | 50 to Oldham | 135 to Hebrides | 235 to Hebrides | NA |
a From Office for National Statistics. National Statistics Postcode Directory. November 2006. Version Notes; 2006. http://www.statistics.gov.uk/geography/downloads/NSPDVersionNotes.pdf.
b Living Life To The Full.
c Not applicable.