With the change in government in summer 2010, the new coalition government has progressively scaled back Labours 75 million marketing budget for Change4Life in its plans to cut its ad spending by up to 50 per cent. or by searching:Change4Life/schools. All campaign materials would give at-risk families the opportunity to sign up to an ongoing CRM programme that supports behaviour change. We would love to hear from you! It will include lesson plans based around numeracy and literacy, video-based activities, and resources for pupils to run their own healthy eating campaign in school. See all the latest news and offers from our partners, Discover how School Games could help your school. During 2009, meetings were also held with the American Health Secretary and with Michelle Obama, to explore the possibility of adapting the Change4Life model for the US. Andrew Lansley, Health Secretary. To improve integration of local marketing activity with the national effort, the Department of Health (DH) created a bid fund to allow SHAs to fund localised activity from the central budget of 1 million eight awards were made. In order to create a robust evidence base, 7 per cent of the total marketing budget is being spent on research, monitoring and evaluation of campaign activity, and national partners are required to demonstrate how they will evaluate their own activity and to share any results with Change4Life. All Primary schools will receive a printed pack including stickers, posters and parent packs with the School Fruit and Veg Scheme delivery in January. Please use your communications channels with primary schools in your area to let them know about the School Zone. Change4Life aims to help families lead healthier lives by eating well and moving more. You dont have to sign in or register to access or download coronavirus resources. Better Health is an England and Wales campaign, but you can use the advice here to start making changes even if you do not live in those areas. to increase physical activity levels in less active seven to nine-year-olds through multi-sport themes. Welcome back to the Public Health England Campaign Resource Centre. This led to the creation of a three-year marketing strategy to drive, coax, encourage and support people through each stage of the behaviour change journey. Change4Life TeamEmail: partnerships@phe.gov.uk. Rather than taking a top-down approach, the campaign set out to use marketing as a catalyst for a broader societal movement in which everyone who had an interest in preventing obesity could play a part.
"We have to make Change4Life less a government campaign, more a social movement. New to the site? Accordingly, agency partner M&C Saatchi created the Change4Life brand, along with a suite of sub-brands (Cook4Life, Play4Life, Swim4Life, etc.) Games Organisers (SGOs) have been tasked with delivering these clubs locally. Within the family, the focus would usually be the mother, who is more often the gatekeeper of diet and activity, although the programme would ensure all materials were accessible for those fathers and carers who want to be involved. You can also get In 2021, it was brought under the Better Health brand. In January, Change4Life will launch a new pack of resources to help teach pupils aged 5 to 11 about healthy eating. To tell workforces that Change4Life was coming, the CMO and Chief Nursing Officer wrote to every general practitioner and nurse, and the Secretary of State for Children, School and Families wrote to every headteacher, urging them to lend their support to the movement. The How are the kids? questionnaire was distributed to over five million at-risk households. The survey was available online and on paper and was door-dropped directly to high-risk cluster areas, delivered face-to-face via field marketing, supported with direct response television, made available in doctors surgeries, pharmacies and post offices, and distributed in womens magazines.
In designing it, the Department of Health and its agencies drew on academic and commercial sector expertise, behaviour change theory and evidence from other successful behaviour change campaigns, and commissioned a substantial and ongoing programme of research among the target audiences. Government's first plan to reduce the rates of childhood obesity in England in Going forward, therefore, the team plan to focus more on government channels and de-prioritise paid-for distribution channels, making the campaign more cost-effective. least 60 minutes of moderate to vigorous physical activity on average a day and Pre-existing networks, such as regional obesity leads, regional physical activity leads and healthy schools coordinators have all worked hard to promote the movement in their areas, The Change4Life brand identity captured the imagination of the public and made it possible to land some hard-hitting messages in an engaging and charming way. The The main marketing mechanic for this phase is a How are the kids? questionnaire on childrens health and activity, constructed around eight desired behaviours. in touch with us directly. Visit the School Zone to access the free resources listed below and more. whose attitudes and behaviours place their children most at risk of excess weight gain), Provide insight into why those individuals hold the attitudes and behave as they do, Create a communications campaign to change those attitudes, Provide products (such as handbooks, questionnaires, wall charts and web content) that people could use to help them change their behaviours, Signpost people to services (such as breastfeeding cafs, accompanied walks, free swimming and cookery classes), Bring together a coalition of local, non-governmental and commercial sector organisations to use their influence to change behaviour, The 1.4 million families who have children aged under 2, The 1.6 million families with children aged 2 to 10 whose children are most at risk of weight gain, Those ethnic minority communities (particularly Black African, Bangladeshi and Pakistani) where levels of childhood obesity are particularly high, Review of the existing evidence base in both academic and market research, Quantitative segmentation of 883 families of children aged 2 to 10 using the TNS Family Food Panel and bespoke surveys, Qualitative research by 2CV into current behaviours and attitudes and opportunities for intervention focusing on those families identified as a priority in the segmentation, Proposition research by 2CV to identify the most effective ways of tackling the issue of family diet and activity levels and promoting behaviour change, Qualitative research with six ethnic minority communities Pakistani, Bangladeshi, Black African, Gujarati Hindu, Punjabi Sikh and Black Caribbean communities, While people know obesity is an issue (93 per cent of UK parents agree that childhood obesity is an issue of national importance) they do not realise that it is their issue (only 5 per cent of parents believe their child is overweight or obese), Parents routinely under-estimate the amount of food they and their children eat and over-estimate the amount of activity they undertake, A host of behaviours the research suggests are unhealthy (such as spending a lot of time participating in sedentary activities) have no perceived risk for parents, Healthy living is perceived as a middle-class aspiration, Parents prioritise their childrens immediate happiness over their long-term health, the link between poor diet and sedentary behaviour today and future health outcomes is not understood, Many parents have surrendered control over food choices to their children allowing children to decide what goes in the supermarket trolley, what they eat and when they eat it in order to avoid rows, Parents often prioritise filling children up over feeding them the right foods, Snacking has become a way of life in many households and is used in emotionally complex ways, for example as a reward for good behaviour and as appeasement, Many parents lack the knowledge, skills and confidence to cook from scratch and rely on convenience food, Coping strategies to deal with fussiness can create chaotic, unhealthy family mealtimes, Most parents believe their children are already active (confusing being boisterous with being active) and believe that schools are already doing enough to make sure children are active, Sedentary activity (for example watching television and playing computer games) is encouraged by parents because it frees up their own time and they may lack the inspiration or motivation to be more active, Parents often believe it is too unsafe for their children to play outside, Some mothers lack the confidence to take part in physical activity with their children, Parents habitually use cars for short journeys because they believe it is more convenient and they attach status to car usage, Be concerned that weight gain has health consequences, Recognise their families are at risk and take responsibility for reducing that risk, Ask Use a variety of mechanisms to ask as many families as possible about their own behaviours, Benchmark Use mass media to bring results to life and tell people how they and their neighbours stand in relation to the nation, Create practical goals Allow families to select a behaviour to change, based on their own needs and aspirations, Record Provide a mechanism for individuals to record their own behaviour, Report back Tell the nation how we are doing, Increasing consumption of fruit and vegetables (5 A Day), Having structured meals, especially breakfast (Meal Time), Reducing unhealthy snacking (Snack Check), Reducing fat consumption (Cut Back Fat), 60 minutes of moderate intensity activity (60 Active Minutes), Reducing sedentary behaviour (Up & About), To reach 99 per cent of families living in England (defined as an opportunity to see the campaign), For 82 per cent of all mothers with children under 11 to recall the advertising campaign (as measured by the tracking study), For 44 per cent of mothers with children under 11 to recognise the Change4Life logo (as measured by the tracking study), For 100,000 families to complete How are the kids? questionnaires, For 200,000 families to join Change4Life (defined as registering their details with the programme), For 33,333 families to still be involved with Change4Life after 6 months, To generate 1.5 million responses (calls, web visits or paper responses), Providing lower-cost fruit and vegetables (Tesco), Selling 70,000 family bikes at cost (Asda), Sponsoring the London Marathon as the Flora Change4Life London Marathon (Unilever), Funding free swimming for all customers (British Gas), Monitoring campaign exposure and visibility to the target audience, Tracking the development of a social movement, Three in 10 mothers who were aware of Change4Life claim to have made a change to their childrens behaviours as a direct result of the campaign. A further 90,000 people received a lower-cost electronic version of the CRM programme. What distinguished them was that they would be willing to do more than help their own families. and toolkits for partners to use. Please use your communications channels with primary schools in your area to let them know about the School Zone. Once registered, you'll be able to: You dont have to sign in or register to access or download coronavirus resources. If a member of your family has special dietary requirements, medical needs, an eating disorder or requires specialised nutrition advice for example, if your child is underweight or very overweight we recommend you seek guidance from a registered healthcare professional. If trends continue as forecast, by 2050 only 1 in 10 of the adult population will be a healthy weight. Through a locally searchable database of services provided by partner organisations, people can find activities they can undertake locally. Remind pupils to put the leaflets in their book bags, stick the challenge on the fridge and try the 7-day challenge at home. Without it, the campaign would have ended the year with a database of only 149,458 families, about 50,000 short of its target.
The research sought to develop a rounded picture of the role food and activity currently play in family life, the attitudes driving behaviour relating to diet and activity, and which families exhibit behaviours and attitudes that could put their children at risk of obesity. Instead, mothers within the six communities fell into four broad groups. Eat Better Feel Better can help you make changes to how you shop, cook and eat so you and your family can eat better and feel better. It's there to support and encourage all of us in taking steps to improve our physical and mental health. It would also tell people where to go for more help and advice. In addition, there In consultation with the Healthy Weight, Healthy Lives Expert Advisory Group and policy team, the Chief Medical Officer (CMO) and key stakeholders (including the Food Standards Agency), the campaign team defined the behaviours that parents should encourage their children to adopt if they are to achieve and maintain a healthy weight: To make the behaviours real for people, partner agencies created user-friendly, memorable language for describing them, supplied tips that translated each behaviour into real situations to which target audiences could relate, and created a mechanism for promoting the behaviours as a set. Its purpose has been to inspire a social movement, through which government, the NHS, local authorities, businesses, charities, schools, families and community leaders can all play a part in improving children's diets and physical activity levels. This January, if your school is part of the School Fruit and Veg scheme, you will receive a box of Family Snack Challenge leaflets for pupils to take home and share with their families. Change4Life was launched in 2009 as part of a national ambition set out in the government's Healthy Weight, Healthy Lives (2008). Please find links to our Change4Life campaigns below: The Change4Life School Zone online resource has been designed for primary teachers and provides curriculum-linked materials and inspiration to help them teach pupils about healthy eating and being active. a wide variety of free downloadable resources to help you. The team would advise others contemplating such a programme to: Do you have a question about social marketing? The programme has produced targeted interventions and materials for pregnant women and parents of children under the age of two (under the Start4Life sister brand, which launched to the public in January 2010), for ethnic minority communities (a bespoke campaign launched in late 2009) and for middle-aged adults (a campaign targeting 45- to 65-year-olds launched in February 2010). the clubs will ensure that they take part in lifelong sport and physical Among other things, the Terms require the organisation to support healthy diet and activity behaviours and the goals of the campaign.
The team consciously decided to avoid government branding, since research indicated that people were keener to be part of a movement owned by all, rather than prescribed by the Government. guidance documents via the resource library of your dashboard.
To have an impact on long-term behaviour, the programmes targets were to generate 1.5 million responses from at-risk families, with 200,000 of those respondents converting into a customer relationship management (CRM) programme to support behaviour change. The first supported Me Size Meals, the second 60 Active Minutes and the third Snack Check and Sugar Swaps. risk of chronic disease in later life. Making healthier choices for you and your family now could not be easier. Here are a few things to get you started: We are not able to provide individual dietary advice. At the stakeholder launch, seven commercial organisations had signed the Change4life terms of engagement and made pledges to support the campaign. The strategy sets out a framework for action in five main areas: children, healthy growth and healthy weight; promoting healthier food choices; building physical activity into our lives; creating incentives for better health; and personalised advice and support. events click here to see whats available (registration required). The word obesity was avoided, since evidence suggests that focusing on positive messages about healthy lifestyles, rather than directly on weight or obesity, is more likely to create effective behaviour change. In conjunction with communications partners and the Central Office of Information (COI), using its Artemis forecasting tool, the following targets were developed for the first year of the campaign: Mobilising the network started in 2008, before any direct communication to the public. that schools contact their local School Games Organiser (SGO) for advice, Launched in January 2009, Change4Life focuses on prevention and aims to change the behaviours and circumstances that lead to weight gain, rather than being a weight-loss programme for the already obese. Three of the main health charities Cancer Research UK (CRUK), British Heart Foundation and Diabetes UK also collaborated on a campaign to support Change4Life in womens magazines. For this reason, Change4Life agencies were tasked with creating an integrated communications package around the Snack Check and Sugar Swaps behaviours. All national partners are also required to complete and submit activity application forms for approval by the DH. Brought to you by NHS 111 Wales, Living and Feeling Well has loads of simple advice for you to improve your health and wellbeing. Welcome to the Public Health England Campaign Resource Centre. to make this easy for you. However, if you want updates on coronavirus or any other campaigns you must register. But that's where we come in. schools meet this target as a targeted club for the least active pupils. The game show is designed to be used as a pupil-led assembly or performance and the resources are tailored for Reception, Key Stage 1 and upper and lower Key Stage 2. Fundamentally a prevention strategy, it sets out to change the behaviours and circumstances that lead to weight gain, rather than a weight-loss programme for the already obese. A Change4Life Board was created to review progress against campaign objectives, advise on future direction and adjudicate on any disputes arising under the partnership terms of engagement.
All activities involve getting the pupils talking, rather than just the teacher talking - something schools strive for in all lessons.Rachel Armstrong, Teacher at Isleworth Town Primary School. Change4Life has now become part of Better Health and has a brand new look. The clubs strive to create an exciting Subscribe to the Change4Life School Zone newsletter and get access to the current resources and campaign news. There are three high-level themes to the evaluation programme: In February 2010, the Government published a full evaluation report of the first year of Change4Life. Although Change4Life was developed for England, meetings have been held with devolved administrations and, in February 2010, Wales launched its version of Change4Life, including a Welsh-language version of How are the kids?. Respondents would receive a review of their score, along with recommended behaviours they should focus on changing, helpful tips and information about other available resources. Delivered online and by post, this programme would provide encouragement, information and support for families to get their children eating better and moving more. Better Health exists to motivate and enable the nation to lead active and healthy lives. Did you know that children are eating three times more sugar than they should, with 50% of this sugar coming from unhealthy snacks and sugary drinks? email the Office of Health Improvement and Disparities, Campaign Resource Centre's information for national partners, try some of our Disney inspired play-along. School Explore our new range of activities, from our first ever school council toolkit to our new game show-style PowerPoint titled 'The Healthier Snacking Show', complete with sound effects. Nominate one of your staff members to sign up to the Kent Change4Life initiative, to receive access to lots of free resources from Kent County Council. Please sign-in below to download and order resources. that primary schools will contribute at least 30 minutes of this activity Please ask your nominee to complete the online form to join the movement. The research also looked at what activities and communications might start to shift attitudes and therefore change behaviour. Over time The School Games is a programme designed to keep competitive sport at the heart of schools and provide more young people with the opportunity to compete and achieve their personal best. This involved the creation of a product (Snack Swapper), television advertising, public relations, partnership activity (including free distribution through schools and the NHS) and an online version. You could also spread the word by: Putting a link to the School Zone on a teacher facing section of your website. Registered in England with company number 07856984, Website design & development by 54 Degrees, Yes, please send me social marketing tips and news by email, The campaign reached 99 per cent of targeted families, 413,466 families joined Change4Life in the first 12 months, Over 44,833 families were believed to still be involved with Change4Life after 6 months, Over 1.9 million responses (postal, online, face-to-face, telephone) were received in year one, Create a societal movement in which everyone plays their part, helping to create fundamental changes to those behaviours that can lead to people becoming overweight and obese, Create a segmentation model that would allow resources to be targeted to those individuals most in need of help (i.e. If youve
already set up a Change4Life Sports Club in your school, the C4L website offers Choose To Live Better can help you find out if you are overweight and provides top tips on how to make healthier choices in life. If you need help or advice about a medical problem, visit NHS 111 online or call 111 free from any phone. Change4Life is now a trusted and recognised brand, with 97% of mothers with children aged 5-11 associating it with healthy eating. and inspirational environment for children to engage in school sport. Download or order free resources for all our campaigns, View your order history and tracking information, Bookmark resources as favourites for easy access, Subscribe to our newsletters to get the latest campaign updates by email including our coronavirus content. In addition, three television commercials were made. Visit our Campaign Resource Centre to find everything you need to deliver our award-winning health marketing campaigns on a local level. The evaluation from the first years activity made it clear that more targeted approaches would be needed for specific subsections of the community. Independent audits by COI concluded that Change4Life had the fastest awareness build of any government campaign they had ever monitored, and the How are the kids? questionnaire was the most cost-effective response mechanism in government. Change4Life is a national campaign that aims to promote healthy lifestyles and prevent people becoming overweight by encouraging them to eat better and move more. This phase is ongoing and has grown as the campaign has developed. To find out more about how you can collaborate with us, please see the Campaign Resource Centre's information for national partners.
Go to the coronavirus resources now. Due to differing cultural drivers, the six ethnic minority communities surveyed did not fit neatly into the mainstream segmentation. We know that modern life can mean we are a lot busier, less active, and more reliant on convenience and fast food than we used to be. That's why Change4Life is helping families choose healthier snacks. Three clusters of families were prioritised, as the data suggested their children were at risk of becoming obese. We've created a set of digital, curriculum-linked resources for schools to help pupils learn about choosing healthier snacks, as well as a take-home leaflet to get the message home too. The government investment in Change4Life attracted: An independent review of the media buying for Change4Life highlighted that over 6 million worth of media savings were made across the year, the equivalent of 40 per cent of the actual spend. across the school day for every pupil. guidance and resources are available to support your school in establishing and The Change4Life School Zone online resource has been designed for primary teachers and provides curriculum-linked materials and inspiration to help them teach pupils about healthy eating and being active. These may not change things overnight, but they are a change for the better. The 2008 Healthy Weight, Healthy Lives: A Cross Government Strategy for England announced 372 million for a major cross-government programme of measures, including increased funding for pregnancy and early years, promoting a culture of healthy eating in schools and building more cycle lanes and safe places to play. to the School Zone newsletter to keep up to date about new resources and campaigns. Over 2.5 million Snack Swappers were distributed to the public, supplies were exhausted and Snack Swappers gained their own online following through blogs, Facebook and Twitter posts. Less about costly advertising, more about supporting family and individual responses." In addition, we would recommend guidance and support for setting up a Change4Life Sports Club in their school. To meet this commitment, it is necessary not only to encourage individuals and families to desire, seek and make healthier choices but also to create an environment in which those choices become easier. A range of In years two and three, the campaign has expanded to address other at-risk groups. The plan includes an ambition that all children will take part in at Already, around one-third of children and two-thirds of adults in England are overweight or obese. We have a selection of. This stage would seek to inspire people to believe that change is possible and convince them that change is already happening. This could mean a doubling in the direct healthcare costs of overweight and obesity, with the wider costs to society reaching 49.9 billion by 2050. The School Zone features exciting lesson ideas, homework tasks and whole school activities for you to use with KS1 and KS2 pupils. The programme began with over six months of engagement with partners and workforces, local service providers, potential local supporters and (non-governmental organisations (NGOs), so that when national marketing started, the public would encounter an informed and supportive local environment. In January 2009, Change4Life was launched officially to the public with television and print advertising, an information line and a campaign website. For SGOs requiring assistance with this, you can find an array of helpful Change4Life have developed a website for Primary school teachers called the School Zone, which provides curriculum-linked materials and inspiration to help you teach children about healthy eating and being active. This equates to over one million mothers claiming to have made changes in response to the campaign, The number of mothers claiming their children do all 8 behaviours increased from 16 per cent at the baseline to 20 per cent by quarter 4, The proportion of families having adopted at least four of the behaviours has increased, suggesting the campaign has persuaded people with much less healthy lifestyles to make an effort to improve their health, Basket analysis found differences in the purchasing behaviour of 10,000 families who were most engaged with Change4Life relative to a control group. The potential competition from food retailers was also anticipated and a network of commercial sector organisations was developed to ensure that many of the biggest companies in the UK pledge to support the programme, including Asda, PepsiCo, Kelloggs and Tesco. You can find the School Zone here:www.nhs.uk/c4lschools
We work with major national retailers, household-name brands and major organisations including commercial brands, government departments and non-governmental organisations providing them with all the support and materials they need to change health outcomes and help influence people's behaviour across the country. Change4Life is Englands first ever national social marketing campaign to reduce obesity.