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Change4Life Campaign & The Sheffield Healthy Towns Programme

Amy PlantSheffield Healthy Schools Programme

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2

Obesity is growing at an alarming rate, with a significant impact on individuals, our National Health Service and society as a whole

UK Foresight report: By 2050, 60% of men and 50% of women could be clinically obese

• Health impact of obesity:– 58% type-2 diabetes– 21% of heart disease– 10% of non-smoking related

cancers– 9,000 premature deaths a year

in England– Reduces life expectancy by 9-

11 years.

• Costs of obesity:– National Health Service -

£4.2bn– Wider economy - £15.8bn– Foresight estimate costs to

economy of £50bn by 2050

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Ambition

“To to be the first major nation to reverse the rising tide of obesity and overweight in the population by ensuring that everyone is able to achieve and maintain a healthy weight.

Our initial focus will be on children: by 2020, we aim to reduce the proportion of overweight and obese children to 2000 levels.”(Healthy Weight, Healthy Lives, 2008)

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Why we need marketing to help deliver the ambition

People do not relate what they see or hear about obesity to their own situation• Only 4% of parents currently believe their child is overweight or obese

“I went to see the doctor and he said my daughter was obese. I thought: how ridiculous - she doesn’t even look fat !”

People do not appreciate the link between weight gain and health consequences• Only 6% of parents believe there is a link between obesity and cancer

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Overarching insights from the qualitative research suggest we need to ‘reframe’ the issue for all families

Parents underestimate the amount they and their children eat and over estimate the amount of activity their family does.

Parents prioritise their children’s immediate happiness over their long-term health.

A host of ‘unhealthy’ behaviours have no perceived health risks to parents: e.g. sedentary behaviour, snacking, portion sizes.

‘Healthy Living’ is perceived to be a middle class aspiration which ‘at risk’ families believe is undesirable and/or unattainable.

While parents acknowledge childhood obesity is a problem they do not think of it as ‘their’ problem.

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….then target the following key audiences identified as most in need of information

1.6 millionhigh risk families with children 2-11

1.4 millionfamilies with children 0-2

0.59 millionpregnant women

4.7 million families with children 0-11

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We will be promoting specific behaviours in ways our target can relate to and use

• Reducing sugar intake (“Sugar Swaps”)

• Increasing consumption of fruit and vegetables (“5 A Day”)

• Having structured meals, especially breakfast (“Meal Time”)

• Reducing unhealthy snacking (“Snack Check”)

• Reducing portion size (“Me Size Meals”)

• Reducing fat consumption (“Easy On The Fat”)

• 60 minutes of moderate intensity activity (“60 Active Minutes”)

• Reducing sedentary behaviour especially TV and screen time (“Up & About”)

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Once upon a time, life was pretty simple…

It could be hard…the food was pretty fast…but it could be fun if we caught our mammoth or bison or whatever…

Then gradually life changed…in many ways it got easier…

Nobody had to run around for their food… Or for anything else much for that matter.

Until one day we woke up and realised that 9 out of 10 of our kids would grow up to have dangerous amounts of fat in their bodies.

Which meant that they’d be more likely to get horrid things like heart disease, diabetes and cancer. And many could have their lives cut short

So we thought …that’s not more of a life…that’s less of a life, and that’s terrible because we love the little blighters

Maybe we should get together with our kids andEat betterMove moreLive longer

And change 4 life. And we all lived happily…not exactly ever after… but more ever after than we had done.

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What other Government departments will do

Cross-Government alignment including:

• DfT: bike4life, walk4life

• DCSF: play4life

• DCMS: swim4life

• Defra: conservation volunteering

• FSA: reinforcing “fat in the body causes disease” messaging in saturated fat campaign

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What commercial partners will do

Commitment includes themed promotional activity around the sub brands,

integrating messaging into annual calendar of activity, expanding employee

welfare programme, leveraging full range of customer communication channels

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What NGOs will do

Commitment includes providing research and content, mobilising volunteer and professional networks, undertaking PR and advertising activity to help to reframe the issue

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Creating momentum at grass roots

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How you can support Change4Life

1. Align your diet or physical activity initiatives under the umbrella of Change4Life - co-brand with Change4Life or one of the sub-brands

2. Share relevant local activity, events and clubs data for inclusion on the Change4Life central database

3. Consider distributing Change4Life materials through existing channels that reach parents

4. Keep up to date on progress, download brand guidelines and logos, gain access to insights, best practice and free marketing materials:Local government go to www.nhs.uk/change4life

Health practitioners go to www.dh.gov.uk/change4life

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Sheffield Healthy Towns Programme

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NCMP results for Sheffield

Reception Year Sheffield Sheffield Sheffield

  2005-06 2006-07 2007-08

% of children overweight 9.31 9.7 12.0

% of children obese 6.64 6.9 8.1

Year 6Sheffield Sheffield Sheffield

  2005-06 2006-07 2007-08

% children overweight 12.64 12.5 13.2

%children obese 16.13 14.8 17.5

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Service District Data

Year 6 (OBESITY)                  

Preferred Service District 2006/07

DIFFERENCE

2007/08

Code Name Rate Rate

A Parson Cross / Ecclesfield 13.8% 16.9%

B Shiregreen / Burngreave 18.4% 19.9%

C Arbourthorne / Manor / Darnall 18.1% 23.2%

D Mosborough / Handsworth 15.9% 18.5%

E Greenhill / Gleadless Valley 13.5% 19.7%

F Rivelin to Sheaf 11.9% 11.4%

G Hillsborough / Upper Don 12.7% 15.6%

Sheffield Total 14.8% 17.5%

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1. Universal Prevention: creating communities, neighbourhoods and service that support all children and

families in maintaining a healthy weight

2. Targeted Prevention: to provide more intensive

support to those at high risk of becoming overweight or

obese

3. High QualitySupport:

for children and families already

overweight

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Sheffield Healthy Towns Programme

• Joint Bid submitted by NHS Sheffield and Sheffield City Council to the Healthy Communities Challenge Fund

• Secured £5 million to prevent childhood obesity in children and families over the next 2 years

• A Programme Board has been established to oversee the programme delivery

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Aim

To empower all children and families in

Sheffield to maintain a healthy weight Principles

o Prevention: Universal and Targetedo Equity and inclusivityo Empowering communitieso Learning from what workso Fun!

– Eight strands of activity

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Key Strands

• Breastfeeding Friendly City• Parents as positive role models• Schools at the heart of healthy communities• Living Neighbourhoods• Community Health Champions• Healthy open spaces• C4L social marketing • Cross sector innovation

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Schools at the heart of healthy communities: aims

• Increase participation in physical activity• Increase in uptake of paid and free school meals• Increase in numbers of pupils staying on site at lunch

time• Increase in numbers of children taking part in practical

food cookery and food growing• Increase in consumption of fruit and vegetables• Decrease in reported incidents of bullying at

lunchtime• Improvement in attendance and attainment levels• All schools to achieve National Healthy schools Status

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Schools at the heart of healthy communities

• Key areas of activity - Primary

• Growing clubs

• Cookery clubs

• School Nutrition Actions Groups (SNAGS) inc lunch box work

• Nurture Group Toolkit

• Parent Courses

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Schools at the heart of healthy communities

• Key areas of activity – secondary• Extension of free fruit scheme to Y7 pupils• Implementation of stay on site policy at

lunchtime• Growing clubs• Cookery clubs• Lead Change4Life Schools • KS3 cookery

• Physical activity

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What does success look like?

In 2014…• Reduction in prevalence of overweight and obesity in

Reception Year children• Reduction in prevalence of overweight and obesity in

Year 6 children• Improvement in broader indicators of child health

– Breastfeeding, school meal uptake, activity levels, attendance and attainment, 5 a day intake, decrease in bullying, safe places to play, etc.

• Improvement in the health of adults, too

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Amy.plant@sheffieldpct.nhs.uk

Tel: (0114) 305 1032

www.change4life.org

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Royal Horticultural Society Workshops

2nd July 4.00pm – 5.30pm Charnock Hall Primary School

15th September – 4.00pm -5.30pm

19th November – 4.00pm -5.30pm

Lets Get Cooking – associate clubs

www.letsgetcooking.org.uk