Upload
safefood
View
1.269
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
Experience of Partnership - 2.5 years on
Dr Marian Faughnan, safefood
Campaign Messages
• Parents and guardians are important role models
for children
• Eating healthily and increasing levels of physical
activity will address the growing obesity problem
• ‘Little Steps’ will have a big impact
Advertising overview
TV(12 stations)
Radio(29 stations)
Online(search engine
and
Adverts)
Outdoor(bus stop posters,
supermarkets &
trolley handles)
Direct
Marketing(leaflets & posters)
2008 √(Jun-Jul)
(Aug- Sep)
√(Jun-Jul)
(Aug-Sep)
√(Jun-Jul)
(Aug- Sep)
√(Sep)
√(Sep)
2009 √(Mar-Apr)
(Aug-Sep)
√(Mar-Apr)
(June)
(Aug-Sep)
√(Jan-Dec)
√(Sep-Dec)
2010 √(Apr;May)
(Sep-Oct)
√(Jan-Dec)
√(Jan-Dec)
Partnership
State
AgenciesCommunities
Retailers
State Agency Partnerships
• Health Service Executive– Large network of staff, campaign advisory group
• safefood– All-island remit
– Sole focus on food and health
• Health Promotion Agency, Northern Ireland– Involved in Phase 1 –remit was transferred to Public Health
Agency
Agency Partnership
Challenges
Time - longer decision making processes, timeline coordination
Integration and maximisation of networks – long term goal
Restructuring of agencies
RetailersPoint of sale - important influence on food choices
successful pilot with Tesco in 2007 with safefood’s‘superfoods’ campaign
In 2008/9 safefood contacted
11 major retailers
•4 engaged in dialogue
•0 agreed to collaborate
RetailersReasons for declining
•Lack of FREE space in store
•Running own healthy eating campaigns
•Planning 10-12 months ahead – no room for other activities
•Cost
“in process of reducing costs and stripping out „desirable‟ activity versus „essential‟ given the current economic climate. ... I am going to have to reject it as it would be viewed as „desirable‟”
Communities
Communities
•Talked to parents/guardians across social class
•Distributed materials through community groups
“An expert not living in the real world” (Parent, April 2009)
“Yeah well I’m not thinking in the long term, I’m just trying to get
by day by day” (Parent, March 2010)
Time - building relationships– can’t just throw material at them – need involvement/feedback
Partnership
•Essential
•Huge potential
•More time consuming
•Builds on strengths
•Consistent voice and messages
Partnership for Little Steps will be independently evaluated in 2010