Start4LifeStart4Life is here to help parents give their baby the foundations for a better start in life. By introducing healthier habits right from birth, you can give them the building blocks for a healthier and happier future.
Wednesday, 16 December 2009
Start4Life
Start4LifeStart4Life is here to help parents give their baby the foundations for a better start in life. By introducing healthier habits right from birth, you can give them the building blocks for a healthier and happier future.
Wednesday, 2 December 2009
Friday, 9 October 2009
Change4Life meets the Simpsons
From Monday, 5 October to Christmas Day 2009 inclusive, Change4Life will sponsor The Simpsons on Channel 4.
This provides Change4Life with an excellent opportunity to communicate in an impactful and credible way with its target families. The show is very popular with them and is also watched at dinner time, an ideal time to remind parents about what and how much their kids are eating and encourage them to get and about, rather than vegging out.
Change4Life has always sought innovative and imaginative ways of influencing behavioural change, which is demonstrated by the whole style of the campaign, and this sponsorship is a continuation of its approach.
The Simpsons
A hugely popular and long-running show in this country, The Simpsons provides Change4Life with an opportunity to partner with a TV programme that gives the campaign the most exposure, impact and credibility with its target audience.
While some characters in The Simpsons – Homer, in particular – are well known for having a poor diet and taking little exercise, Change4Life seeks to offer support towards a healthier lifestyle, rather than criticise. The family also displays a number of positive behaviours. They often sit around the dining table together as a family, are clearly a close and tight-knit unit and Bart and Lisa lead very active lifestyles: Bart is known for his love of skateboarding, for example.
Format and timings
The Simpsons is broadcast on Channel 4 every weekday evening at 6pm.
Sponsorship ‘idents’ at the beginning, middle and end of each show will feature the characters from the Change4Life advertising campaign in a number of different scenarios. The strapline at the end of each of them is “Change4Life – supporting The Simpsons. Sometimes.”
The line is designed to demonstrate in a humourous way that Change4Life supports many aspects of The Simpsons, but not all of them. It celebrates the positive elements of the family’s behaviour and, by implication, encourages viewers to make changes for life for their own families in terms of diet and activity levels.
Target audience
The Simpsons on Channel 4 is a highly popular TV programme for Change4Life target families and is among the top 20 highest rating programmes among them. It also has a very broad appeal and attracts audiences from across the entire social spectrum. The sponsorship will, therefore, help the campaign to reach a high proportion of families who need encouragement and support to improve their diet and levels of physical activity, as well as reaching them in a way which is both credible and accessible.
We investigated the possibility of sponsoring The Simpsons on Sky One but it already had a sponsor. While Sky One shows the most recent series of the show, the programme’s viewing figures on this channel are substantially lower than those on Channel 4 – BARB figures for week ending 9 August showed that The Simpsons attracted an audience of 0.67 million on Sky One, compared to 2.04 million on Channel 4.
The Simpsons is broadcast on Channel 4 every weekday evening at 6pm.
Sponsorship ‘idents’ at the beginning, middle and end of each show will feature the characters from the Change4Life advertising campaign in a number of different scenarios. The strapline at the end of each of them is “Change4Life – supporting The Simpsons. Sometimes.”
The line is designed to demonstrate in a humourous way that Change4Life supports many aspects of The Simpsons, but not all of them. It celebrates the positive elements of the family’s behaviour and, by implication, encourages viewers to make changes for life for their own families in terms of diet and activity levels.
Target audience
The Simpsons on Channel 4 is a highly popular TV programme for Change4Life target families and is among the top 20 highest rating programmes among them. It also has a very broad appeal and attracts audiences from across the entire social spectrum. The sponsorship will, therefore, help the campaign to reach a high proportion of families who need encouragement and support to improve their diet and levels of physical activity, as well as reaching them in a way which is both credible and accessible.
We investigated the possibility of sponsoring The Simpsons on Sky One but it already had a sponsor. While Sky One shows the most recent series of the show, the programme’s viewing figures on this channel are substantially lower than those on Channel 4 – BARB figures for week ending 9 August showed that The Simpsons attracted an audience of 0.67 million on Sky One, compared to 2.04 million on Channel 4.
Change4Life Campaign Update
1. Autumn activity
This Autumn, Change4Life marketing activity will focus on promoting 3 of the 8 Change4Life behaviours: sugar swaps, me sized meals, and 5 A DAY.
A new Change4Life TV commercial launches on 19 October and runs until 15 November. The advert shows the all-too-familiar tale of how kids often get their own way when it comes to eating unhealthy snacks. A Snack Swapper – a wheel device that shows healthy options to sugary, salty or fatty snacks and meals – is seen in the ad (see visual attached) and at the end informs the public they can call Change4Life to request one.
We will also be distributing 400,000 Snack Swappers via a magazine partnership, and over a million through Schools, Sure Start Children’s Centres and Child Minders. Additionally we will make them available to order in bulk via the DH Orderline (w/c 19 October – Product Code: C4L085). www.orderline.dh.gov.uk
This activity will be supported by Autumn consumer packs, called ‘eat happy this autumn’, being mailed directly to 200,000 families who have already signed up to our customer relationship marketing programme. This pack is a follow-up pack to the Summer Survival Kit, and, like the TV, will focus on healthy food options. The pack will consist of a variety of items including tips and recipes, me size meals, sugar swaps and 5 A DAY info, competitions, crosswords, puzzles, a prize draw and a Snack Swapper.
The Change4Life website will feature complementary content including a variation on the Snack Swapper wheel (using drop down menus) along with a new recipe section and sugar swap, me size meals and 5 A DAY information.
The Change4Life activity complements the next phase of the Food Standards Agency’s public awareness campaign on salt, launching on 5 October. The campaign aims to highlight how people can make a difference to their salt intake by checking the labels of the foods they eat regularly and choosing the lower salt option. It will feature TV, press and poster advertising as well as providing more detailed advice to consumers through leaflets and online at: www.eatwell.gov.uk/salt
2. BME activity
Dates for a number of Black and Minority Ethnic (BME) focused half-day conferences have been confirmed and venues booked - programmes are currently being finalised. Each location will focus on one or two specific BME communities and there will be two conferences in each of the locations:
• one providing health professionals with the cultural insight for dealing with some of the barriers to behaviour change for families in our target communities;
• one targeting community and religious leaders, seeking their endorsement of C4L as key influencers in their communities and arming them with information to provide help and advice to families.
Local dates and target communities are as follows:
Bradford - Pakistani and Bangladeshi communities
18th November: Stakeholder/Health Professionals
19th November: Community Leaders
A consumer facing poster and flyer will be made available to delegates to distribute in their communities, which will direct families to a helpline where they will be able to order a BME specific information pack (English only or bi-lingual). A toolkit of material is being developed for non-participating regions and will include a DVD of the event presentations – this will be available later this Autumn. The consumer facing BME campaign is due to launch in January 2010.
If you have any queries about this activity please contact Julie Vazquez: julie.vazquez@dh.gsi.gov.uk
3. Campaign Analysis
The campaign continues to go from strength to strength. This month the Change4Life website hit the 1 million mark for total visits to the site.
Local Supporter numbers are making a steady climb – our current number is 22,605. Local support is a vital part of embedding Change4Life and we are keen to encourage more people to register with the campaign: www.nhs.uk/change4life/Pages/Partners.aspx
Levels of awareness, recognition and comprehension remain high amongst mothers. Please find attached the latest summary slide for some of the key Tracker Survey statistics. In August we added new questions on the tracker survey, which aim to further explore how the brand is perceived. Respondents to the survey are now being given pairs of statements about Change4Life (e.g. It is judgmental vs. it is supportive) and asked to give it a score from 1 to 5 (where 1 is judgmental and 5 is supportive). Please find attached a brand metrics table that shows the mean scores for each set of statements for mothers and for adults. This is an exceptionally encouraging set of results - Change4Life scores over 4 for over half of the attributes amongst mothers and never falls below 3.4 for adults. Overall, it would seem that Change4Life is perceived by mothers to be clear, trustworthy, supportive and to fit into their lifestyles. This is a great start but a tough act to maintain over time!
The How Are The Kids questionnaire analysis is just in. Looking at the period February to August 2009 we’ve pulled out a few of key facts and figures from the analysis. The questionnaire was conceived to help people recognise that their own families may be at risk and provide a means to engage them in a long-term customer relationship marketing programme. The questions were constructed around the eight behaviours and encouraged parents to re-evaluate their children’s performance against them, with the promise of a free personalised action plan on completion.
In total we received 266,955 clean responses (a small percentage of the total responses were returned with errors or information missing and these had to be discarded). This number of respondents gives us information about the eating and exercise habits of 422,345 children aged between 2-16 years.
Over 11 million of the questionnaires were distributed through a range of channels as well as the questionnaire being made available online. 30% of responses (80,044) were submitted online. The top five offline sources came from:
• Schools: 19.1% (50,952) - questionnaires were distributed within fruit and veg boxes
• Targeted Door Drop: 17.7% (47,384)
• Healthy Start Mailing: 8.3% (22,025)
• Third Party: 5.1% (13,606)
• Face To Face Activity: 5.1% (13,562)
Overall, this was very well targeted activity. 87% of responders were female. 64% of responses came from families with at least one child aged 5-11. The high risk cluster groups in England were the most responsive to the questionnaire (72% in Clusters 1, 2, 3 and 5, with nearly a third in Cluster 5). Respondents were asked to opt-in to receive future Change4Life communications and a massive number did so - over 80% - this is an unusually high opt-in rate. Clusters 1, 2, 3 and 5 were more likely to opt-in to postal communications, phone and text, while low-risk clusters (4 and 6) preferred email.
The How Are The Kids survey is still available online: www.nhs.uk/change4life
4. Commercial Partners activity
PepsiCo has just launched a Play4Life poster advertising campaign to encourage parents to take their kids out to play more. The posters do not carry any PepsiCo branding but feature top international football players Thierry Henry and Frank Lampard. Please see attached Play4Life poster visuals.
You can read up on some of our other partners here: www.nhs.uk/change4life/Pages/OurPartnersLogos.aspx
5. Early Years Toolkit
The Early Years Toolkit has been produced and will be available to download by early October from the Partners and Supporters area on the Change4Life website. The toolkit is aimed at Local Supporters working with toddlers and pre-school children between the age of one and four. We are sending the toolkit directly to over 3,000 Sure Start Children’s Centres. Included in the toolkit is practical advice, low-cost healthy recipes, tips for fussy eaters, posters, stickers and ideas of how to keep youngsters moving around and having fun. A small number of the toolkits are available to order on 0300 123 3434 (from early October). www.nhs.uk/change4life/Pages/PartnerTools.aspx
6. Smallsteps4Life
From October, teachers are being encouraged to get involved with smallsteps4life – an innovative programme that can be used in the classroom to motivate and support pupils as they take small steps in improving their health and wellbeing. Smallsteps4life is a sub brand of Change4Life and aims to help primary and secondary pupils to set themselves small, achievable lifestyle challenges (either as individuals or as groups) around three themes - Healthy Eating, Getting Active, Feeling Good. The project is lead by the Food Standards Agency. Teachers and young people have had an important role in helping to develop the website, which will enable schools to promote what they are doing and share their experiences to inspire other schools across the UK. The website will be live in the next few days: www.direct.gov.uk/smallsteps4life
7. Swimming Stroke competition winner
Andy Burnham announced the winner of the Change4Life ‘invent a new swimming stroke’ competition. The announcement came at the Great North Swim and the winner was Ella, aged 11, with her 'Dolphinella' creation. Ella and her friends were filmed recently at their local swimming pool for a news story on the BBC's Newsround:
http://news.bbc.co.uk/cbbcnews/hi/newsid_8260000/newsid_8269900/8269909.stm
This Autumn, Change4Life marketing activity will focus on promoting 3 of the 8 Change4Life behaviours: sugar swaps, me sized meals, and 5 A DAY.
A new Change4Life TV commercial launches on 19 October and runs until 15 November. The advert shows the all-too-familiar tale of how kids often get their own way when it comes to eating unhealthy snacks. A Snack Swapper – a wheel device that shows healthy options to sugary, salty or fatty snacks and meals – is seen in the ad (see visual attached) and at the end informs the public they can call Change4Life to request one.
We will also be distributing 400,000 Snack Swappers via a magazine partnership, and over a million through Schools, Sure Start Children’s Centres and Child Minders. Additionally we will make them available to order in bulk via the DH Orderline (w/c 19 October – Product Code: C4L085). www.orderline.dh.gov.uk
This activity will be supported by Autumn consumer packs, called ‘eat happy this autumn’, being mailed directly to 200,000 families who have already signed up to our customer relationship marketing programme. This pack is a follow-up pack to the Summer Survival Kit, and, like the TV, will focus on healthy food options. The pack will consist of a variety of items including tips and recipes, me size meals, sugar swaps and 5 A DAY info, competitions, crosswords, puzzles, a prize draw and a Snack Swapper.
The Change4Life website will feature complementary content including a variation on the Snack Swapper wheel (using drop down menus) along with a new recipe section and sugar swap, me size meals and 5 A DAY information.
The Change4Life activity complements the next phase of the Food Standards Agency’s public awareness campaign on salt, launching on 5 October. The campaign aims to highlight how people can make a difference to their salt intake by checking the labels of the foods they eat regularly and choosing the lower salt option. It will feature TV, press and poster advertising as well as providing more detailed advice to consumers through leaflets and online at: www.eatwell.gov.uk/salt
2. BME activity
Dates for a number of Black and Minority Ethnic (BME) focused half-day conferences have been confirmed and venues booked - programmes are currently being finalised. Each location will focus on one or two specific BME communities and there will be two conferences in each of the locations:
• one providing health professionals with the cultural insight for dealing with some of the barriers to behaviour change for families in our target communities;
• one targeting community and religious leaders, seeking their endorsement of C4L as key influencers in their communities and arming them with information to provide help and advice to families.
Local dates and target communities are as follows:
Bradford - Pakistani and Bangladeshi communities
18th November: Stakeholder/Health Professionals
19th November: Community Leaders
A consumer facing poster and flyer will be made available to delegates to distribute in their communities, which will direct families to a helpline where they will be able to order a BME specific information pack (English only or bi-lingual). A toolkit of material is being developed for non-participating regions and will include a DVD of the event presentations – this will be available later this Autumn. The consumer facing BME campaign is due to launch in January 2010.
If you have any queries about this activity please contact Julie Vazquez: julie.vazquez@dh.gsi.gov.uk
3. Campaign Analysis
The campaign continues to go from strength to strength. This month the Change4Life website hit the 1 million mark for total visits to the site.
Local Supporter numbers are making a steady climb – our current number is 22,605. Local support is a vital part of embedding Change4Life and we are keen to encourage more people to register with the campaign: www.nhs.uk/change4life/Pages/Partners.aspx
Levels of awareness, recognition and comprehension remain high amongst mothers. Please find attached the latest summary slide for some of the key Tracker Survey statistics. In August we added new questions on the tracker survey, which aim to further explore how the brand is perceived. Respondents to the survey are now being given pairs of statements about Change4Life (e.g. It is judgmental vs. it is supportive) and asked to give it a score from 1 to 5 (where 1 is judgmental and 5 is supportive). Please find attached a brand metrics table that shows the mean scores for each set of statements for mothers and for adults. This is an exceptionally encouraging set of results - Change4Life scores over 4 for over half of the attributes amongst mothers and never falls below 3.4 for adults. Overall, it would seem that Change4Life is perceived by mothers to be clear, trustworthy, supportive and to fit into their lifestyles. This is a great start but a tough act to maintain over time!
The How Are The Kids questionnaire analysis is just in. Looking at the period February to August 2009 we’ve pulled out a few of key facts and figures from the analysis. The questionnaire was conceived to help people recognise that their own families may be at risk and provide a means to engage them in a long-term customer relationship marketing programme. The questions were constructed around the eight behaviours and encouraged parents to re-evaluate their children’s performance against them, with the promise of a free personalised action plan on completion.
In total we received 266,955 clean responses (a small percentage of the total responses were returned with errors or information missing and these had to be discarded). This number of respondents gives us information about the eating and exercise habits of 422,345 children aged between 2-16 years.
Over 11 million of the questionnaires were distributed through a range of channels as well as the questionnaire being made available online. 30% of responses (80,044) were submitted online. The top five offline sources came from:
• Schools: 19.1% (50,952) - questionnaires were distributed within fruit and veg boxes
• Targeted Door Drop: 17.7% (47,384)
• Healthy Start Mailing: 8.3% (22,025)
• Third Party: 5.1% (13,606)
• Face To Face Activity: 5.1% (13,562)
Overall, this was very well targeted activity. 87% of responders were female. 64% of responses came from families with at least one child aged 5-11. The high risk cluster groups in England were the most responsive to the questionnaire (72% in Clusters 1, 2, 3 and 5, with nearly a third in Cluster 5). Respondents were asked to opt-in to receive future Change4Life communications and a massive number did so - over 80% - this is an unusually high opt-in rate. Clusters 1, 2, 3 and 5 were more likely to opt-in to postal communications, phone and text, while low-risk clusters (4 and 6) preferred email.
The How Are The Kids survey is still available online: www.nhs.uk/change4life
4. Commercial Partners activity
PepsiCo has just launched a Play4Life poster advertising campaign to encourage parents to take their kids out to play more. The posters do not carry any PepsiCo branding but feature top international football players Thierry Henry and Frank Lampard. Please see attached Play4Life poster visuals.
You can read up on some of our other partners here: www.nhs.uk/change4life/Pages/OurPartnersLogos.aspx
5. Early Years Toolkit
The Early Years Toolkit has been produced and will be available to download by early October from the Partners and Supporters area on the Change4Life website. The toolkit is aimed at Local Supporters working with toddlers and pre-school children between the age of one and four. We are sending the toolkit directly to over 3,000 Sure Start Children’s Centres. Included in the toolkit is practical advice, low-cost healthy recipes, tips for fussy eaters, posters, stickers and ideas of how to keep youngsters moving around and having fun. A small number of the toolkits are available to order on 0300 123 3434 (from early October). www.nhs.uk/change4life/Pages/PartnerTools.aspx
6. Smallsteps4Life
From October, teachers are being encouraged to get involved with smallsteps4life – an innovative programme that can be used in the classroom to motivate and support pupils as they take small steps in improving their health and wellbeing. Smallsteps4life is a sub brand of Change4Life and aims to help primary and secondary pupils to set themselves small, achievable lifestyle challenges (either as individuals or as groups) around three themes - Healthy Eating, Getting Active, Feeling Good. The project is lead by the Food Standards Agency. Teachers and young people have had an important role in helping to develop the website, which will enable schools to promote what they are doing and share their experiences to inspire other schools across the UK. The website will be live in the next few days: www.direct.gov.uk/smallsteps4life
7. Swimming Stroke competition winner
Andy Burnham announced the winner of the Change4Life ‘invent a new swimming stroke’ competition. The announcement came at the Great North Swim and the winner was Ella, aged 11, with her 'Dolphinella' creation. Ella and her friends were filmed recently at their local swimming pool for a news story on the BBC's Newsround:
http://news.bbc.co.uk/cbbcnews/hi/newsid_8260000/newsid_8269900/8269909.stm
Friday, 11 September 2009
Change4Life Toolkits
http://www.nhs.uk/change4life/Pages/PartnerTools.aspx
Toolkits Available
Bike4Life Toolkit
Breakfast4Life Toolkit
Change4Life Local Supporter Toolkit
Change4Life Schools
PackSwim4Life Toolkit
Play4Life Toolkit
Walk4Life Toolkit
September will see the launch of the Change4Life Early Years Toolkit. This will be available for Local Supporters working with toddlers and preschool children aged between one and five. The toolkit is full of practical advice on how childcare providers can support parents and carers to help young children to eat well and move more. The advice is geared specifically towards this age group and differs from the core campaign, aimed at children aged between five and eleven, as only six of the eight behaviour changes are relevant (‘60 active minutes’ and ‘cut back fat’ are not included as they are not relevant to this age group).
The toolkit will be delivered to 3,000 Sure Start Children’s Centres and will also be available to all childcare providers to download via the Change4Life website.
Start4Life Toolkit –
Change4Life are in the early stages of developing a toolkit primarily aimed at Midwives, Health Visitors and GPs. It is proposed that the toolkit will be available to order from the DH Orderline in November and potentially from key royal colleges.
Toolkits Available
Bike4Life Toolkit
Breakfast4Life Toolkit
Change4Life Local Supporter Toolkit
Change4Life Schools
PackSwim4Life Toolkit
Play4Life Toolkit
Walk4Life Toolkit
September will see the launch of the Change4Life Early Years Toolkit. This will be available for Local Supporters working with toddlers and preschool children aged between one and five. The toolkit is full of practical advice on how childcare providers can support parents and carers to help young children to eat well and move more. The advice is geared specifically towards this age group and differs from the core campaign, aimed at children aged between five and eleven, as only six of the eight behaviour changes are relevant (‘60 active minutes’ and ‘cut back fat’ are not included as they are not relevant to this age group).
The toolkit will be delivered to 3,000 Sure Start Children’s Centres and will also be available to all childcare providers to download via the Change4Life website.
Start4Life Toolkit –
Change4Life are in the early stages of developing a toolkit primarily aimed at Midwives, Health Visitors and GPs. It is proposed that the toolkit will be available to order from the DH Orderline in November and potentially from key royal colleges.
Wednesday, 9 September 2009
Wednesday, 19 August 2009
Wednesday, 12 August 2009
Change4Life radio partnership
We have recently agreed a major partnership with 50 radio stations around the country, reaching a total audience of some 2.6 million. Running for four weeks starting Monday, 3 August, it will be featured on the stations listed, which include all those in the Heart group.
Designed to showcase local success stories which will inspire more families to get involved, and to encourage more local supporters to organise their own events, it will feature on air and on line as detailed below. As you can see, the on-air and on line activities complement each other, producing a powerful campaign which will encourage a wide audience to embrace Change4Life.
On air
Week 1 Trailers and live reads featuring the eight behaviours and tips and hints on healthy living. Listeners will also be directed to the stations' websites for a chance to win prizes.
Week 2 Continuation of trailers and live reads. Stations' street teams out and about with giveaways and collecting vox pops of changes people have made to their lifestyles. We will obtain a schedule of times and locations for the street teams and circulate them so that you can see what's happening in your area.
Week 3 Continuation of street teams on the road, with listeners offered the chance to be photographed with them and win a prize. Vox pops collected during previous week played on air. Again, we will obtain a schedule of times and locations for the street teams and circulate them so that you can see what's happening in your area.
Week 4 Continuation of Week 3 activity.
On line
Week 1 Information on eight behaviours and link to Change4Life website. Competition area, as per trailer on air. Downloadable calendar of local events.
Week 2 Continuation of Week 1 activity plus new area for listeners to share their success stories.
Week 3 Continuation of Week 2 activity plus facility for listeners to upload photographs of their families being active.
Week 4 Continuation of Week 3 activity.
Radio Stations
North East
Metro Radio - Newcastle
TFM Radio - Teesside
North West
97.4 Rock FM - Blackburn/Preston
Radio City 96.7 - Liverpool
Key 103 - Manchester
107 The Bee - Blackburn
107.6 The Juice FM - Liverpool
102.4 Wish FM - Wigan
Yorkshire and the Humber
96.9 Viking FM - Humberside
96.3 Radio Aire - Leeds
Hallam FM - Sheffield
Dearne FM - Barnsley
Minster FM - York
The Pulse - Bradford/Huddersfield
Trax FM - Bassetlaw
West Midlands
107.7 The Wolf - Wolverhampton
Signal One - Stoke-On-Trent/Stafford
Heart West Midlands
East Midlands
Lincs FM 102.2 (including Compass FM and Rutland Radio) - Lincoln
Peak 107 FM - Chesterfield
Heart 106 East Midlands
East of England
Star Radio - Cambridge
Heart Bedfordshire
Heart Cambridgeshire
Heart Beds/Bucks/Herts
Heart Suffolk/North Essex
Heart Peterborough
Essex FM (excluding Ten-17 and Southend Radio) - Southend and Chelmsford
Heart Colchester
Heart Norfolk
South Central
Mix 96 - Aylesbury
Mix 107 - High Wycombe
Oxford FM 107.9
Heart Milton Keynes
Heart Northamptonshire
Heart Oxfordshire
Heart Berkshire and North Hampshire
Ocean - Southampton/Portsmouth
South East Coast
2CR FM - Bournemouth
Southern FM - Brighton/Hastings/Eastbourne
Invicta FM - Maidstone/Medway/East Kent
London
Heart 106.2 Greater London
South West
Pirate FM - Cornwall
Heart Bristol, Bath and Wiltshire
Heart Gloucestershire
Heart Exeter and Torbay
Heart North Devon
Heart Plymouth
Heart South Hams
Heart Somerset
We have recently agreed a major partnership with 50 radio stations around the country, reaching a total audience of some 2.6 million. Running for four weeks starting Monday, 3 August, it will be featured on the stations listed, which include all those in the Heart group.
Designed to showcase local success stories which will inspire more families to get involved, and to encourage more local supporters to organise their own events, it will feature on air and on line as detailed below. As you can see, the on-air and on line activities complement each other, producing a powerful campaign which will encourage a wide audience to embrace Change4Life.
On air
Week 1 Trailers and live reads featuring the eight behaviours and tips and hints on healthy living. Listeners will also be directed to the stations' websites for a chance to win prizes.
Week 2 Continuation of trailers and live reads. Stations' street teams out and about with giveaways and collecting vox pops of changes people have made to their lifestyles. We will obtain a schedule of times and locations for the street teams and circulate them so that you can see what's happening in your area.
Week 3 Continuation of street teams on the road, with listeners offered the chance to be photographed with them and win a prize. Vox pops collected during previous week played on air. Again, we will obtain a schedule of times and locations for the street teams and circulate them so that you can see what's happening in your area.
Week 4 Continuation of Week 3 activity.
On line
Week 1 Information on eight behaviours and link to Change4Life website. Competition area, as per trailer on air. Downloadable calendar of local events.
Week 2 Continuation of Week 1 activity plus new area for listeners to share their success stories.
Week 3 Continuation of Week 2 activity plus facility for listeners to upload photographs of their families being active.
Week 4 Continuation of Week 3 activity.
Radio Stations
North East
Metro Radio - Newcastle
TFM Radio - Teesside
North West
97.4 Rock FM - Blackburn/Preston
Radio City 96.7 - Liverpool
Key 103 - Manchester
107 The Bee - Blackburn
107.6 The Juice FM - Liverpool
102.4 Wish FM - Wigan
Yorkshire and the Humber
96.9 Viking FM - Humberside
96.3 Radio Aire - Leeds
Hallam FM - Sheffield
Dearne FM - Barnsley
Minster FM - York
The Pulse - Bradford/Huddersfield
Trax FM - Bassetlaw
West Midlands
107.7 The Wolf - Wolverhampton
Signal One - Stoke-On-Trent/Stafford
Heart West Midlands
East Midlands
Lincs FM 102.2 (including Compass FM and Rutland Radio) - Lincoln
Peak 107 FM - Chesterfield
Heart 106 East Midlands
East of England
Star Radio - Cambridge
Heart Bedfordshire
Heart Cambridgeshire
Heart Beds/Bucks/Herts
Heart Suffolk/North Essex
Heart Peterborough
Essex FM (excluding Ten-17 and Southend Radio) - Southend and Chelmsford
Heart Colchester
Heart Norfolk
South Central
Mix 96 - Aylesbury
Mix 107 - High Wycombe
Oxford FM 107.9
Heart Milton Keynes
Heart Northamptonshire
Heart Oxfordshire
Heart Berkshire and North Hampshire
Ocean - Southampton/Portsmouth
South East Coast
2CR FM - Bournemouth
Southern FM - Brighton/Hastings/Eastbourne
Invicta FM - Maidstone/Medway/East Kent
London
Heart 106.2 Greater London
South West
Pirate FM - Cornwall
Heart Bristol, Bath and Wiltshire
Heart Gloucestershire
Heart Exeter and Torbay
Heart North Devon
Heart Plymouth
Heart South Hams
Heart Somerset
Change4Life Campaign Update
Local Supporter Registration
New Change4Life support materials
• 5 A Day wall chart with integral stickers (Product Code: C4L022)
• 8 easy ways to change4life poster (Product Code: C4L062)
Bike4Life Toolkit
The official launch of Bike4Life was timed to follow the impact of National Bike Week (13th – 21st June)
Download the Bike4Life toolkit from the Change4Life website here: www.nhs.uk/change4life/Pages/PartnerTools.aspx
Halfords is supporting Bike4Life with its new website www.kidscycling.co.uk to promote cycling to families as a healthy, low cost and fun way to spend time together. Find family cycle routes in your area, top tips from Olympic cyclists and much more.
New pack supports Healthy Schools
A Schools Pack has been developed which contains a classroom display and staff room poster that will support your Healthy Schools initiatives by encouraging parents to think about their family's own diet and activity habits.
You can download the Schools Pack here: www.nhs.uk/change4life/Pages/PartnerTools.aspx
Muckin4Life
DEFRA's Muckin4Life campaign is now underway and they have plans for press, radio, PR and events over the summer.
You can find out more at: www.direct.gov.uk/muckin4life
June Tracker Statistics
Six months into the campaign and the response to the campaign is excellent. Here C4L have picked out some key statistics for June from the monthly tracker survey.
• 75% of mothers have heard of Change4Life
• 82% of mothers recognise the Change4Life logo
• 81% of mothers say that the adverts make them think about their children’s health in the long term
260,000 families have completed the How Are The Kids? questionnaire and
over 360,000 families have joined Change4Life and are already making changes to their diet and levels of physical activity.
New Change4Life support materials
• 5 A Day wall chart with integral stickers (Product Code: C4L022)
• 8 easy ways to change4life poster (Product Code: C4L062)
Bike4Life Toolkit
The official launch of Bike4Life was timed to follow the impact of National Bike Week (13th – 21st June)
Download the Bike4Life toolkit from the Change4Life website here: www.nhs.uk/change4life/Pages/PartnerTools.aspx
Halfords is supporting Bike4Life with its new website www.kidscycling.co.uk to promote cycling to families as a healthy, low cost and fun way to spend time together. Find family cycle routes in your area, top tips from Olympic cyclists and much more.
New pack supports Healthy Schools
A Schools Pack has been developed which contains a classroom display and staff room poster that will support your Healthy Schools initiatives by encouraging parents to think about their family's own diet and activity habits.
You can download the Schools Pack here: www.nhs.uk/change4life/Pages/PartnerTools.aspx
Muckin4Life
DEFRA's Muckin4Life campaign is now underway and they have plans for press, radio, PR and events over the summer.
You can find out more at: www.direct.gov.uk/muckin4life
June Tracker Statistics
Six months into the campaign and the response to the campaign is excellent. Here C4L have picked out some key statistics for June from the monthly tracker survey.
• 75% of mothers have heard of Change4Life
• 82% of mothers recognise the Change4Life logo
• 81% of mothers say that the adverts make them think about their children’s health in the long term
260,000 families have completed the How Are The Kids? questionnaire and
over 360,000 families have joined Change4Life and are already making changes to their diet and levels of physical activity.
Wednesday, 5 August 2009
http://www.moreactive4life.co.uk/
MoreActive4Life has been launched by the Fitness Industry Association (FIA), helping the activity part of the Change4Life campaign.
There is access to free 'day passes' , '6 week walking groups' and '6 week gym groups'at over 1000 Health Clubs and Leisure Centres accross the country.
All information can be found following this link
http://www.moreactive4life.co.uk/
There is access to free 'day passes' , '6 week walking groups' and '6 week gym groups'at over 1000 Health Clubs and Leisure Centres accross the country.
All information can be found following this link
http://www.moreactive4life.co.uk/
Friday, 17 July 2009
Friday, 10 July 2009
Thursday, 25 June 2009
What is Change4Life?
Change4Life is a society-wide movement that aims to prevent people from becoming overweight by encouraging them to eat better and move more. The Change4Life advertising campaign began on 3 January 2009 – on TV, in the press, on billboards and online. In this initial stage, we are targeting young families.
What does Change4Life do for you?
The Change4Life advertising campaign will make the subject of weight and physical activity a hot topic and will urge us to make changes to our diet and levels of activity. The campaign talks about ‘fat in the body’ rather than ‘fat bodies’ and makes clear the link between fat and preventable illnesses. It also pins the blame on modern life, which affects all of us, rather than pointing the finger at parents. Free Change4Life materials are now available for you to order or download to use to support the movement - follow the links at the top right hand side of this page.
Why should you support Change4Life?
If we carry on as we are, 90 percent of today’s children could be overweight or obese by 2050. We all need to address the rise in obesity for the sake of the future health of our children. The importance of health care practitioners to the success of Change4Life cannot be over-emphasised. As trusted advisers, you are influential and many in the health service will be the first point of contact for young families with at-risk children.
We need you to get behind the campaign
You can do this simply by putting up Change4Life posters, giving out leaflets and sign-posting the public to further information. All the information the public needs to get involved will be on the Change4Life website or they can call the helpline: 0300 123 4567.
We would also like to encourage you to use the Change4Life brand within your own healthy living communications (on your posters, leaflets and promotional items), or to use one of our sub-brands (such as walk4life or cook4life). Follow the link below to access our brand guidelines document (Principles and Guidelines for Government and the NHS) and to find out how to access our brand assets (logos, characters, font and images).
Abstract from the Department of Health website www.dh.gov.uk
For more information regarding the Change4Life campaign follow this http://www.dh.gov.uk/en/News/Currentcampaigns/Change4Life/DH_092080 link
NEXT ON THE AGENDA FOR CHANGE4LIFE...
Change4Life, the lifestyle revolution launched earlier this year to help combat childhood obesity, announces an exciting schedule of monthly activities to encourage families and kids to eat well, move more, live longer and above all, have fun!
Over the next few months, the following activities (and more) will be supported by online tips, advice and useful toolkits for families and local community groups. Simply search Change4Life online or call 0300 1234567 to find out how families across the country can take part.
JUNE – With good weather beckoning and the days getting longer, June’s the time to get the kids onto two wheels to enjoy the great outdoors! Bike4Life coincides with Bike Week (13-21 June), an excellent opportunity for the whole family to get out and about, explore the local community and take part in some physical activity. With new research* showing the cost of the school run setting parents back by almost £400 per school child per year, Bike4Life month is a good time to ditch the car and take on the bike!
JULY – This month sees the launch of Swim4Life, a great way for families to cool off and get active over the summer. Since April, more than 200 local councils are offering free swimming for those aged 16 and under as part of the Government’s £140 million free swimming initiative - for more details, visit www.culture.gov.uk.
AUGUST - Play4Life coincides with Play England’s National Play Day (05 August), an annual event to encourage children, young people and communities to enjoy playing at locally organised events across the UK. Recent survey findings from Change4Life’s ‘How are the Kids?’ shows that over 45 per cent of kids watch TV or play non-active video games before school - now is the time to get outdoors and enjoy a run around!
Finally, the AUTUMN will see the launch of two more fun and interactive activities, Cook4Life and Dance4Life. Watch this space to find out how kids can get involved with healthy recipe ideas whilst donning their dancing shoes and taking part in some fancy foot work!
Friday, 24 April 2009
DH NEWS
Change4Life survey says: Too many children not getting enough exercise
24 April 2009
New Change4Life advert to get the nation moving
Results from a massive survey of Change4Life families show that almost three quarters (72 per cent) of their children are not getting 60 minutes of daily activity outside of school. The campaign's new TV ad, which launches today, urges families get up and about more in an effort to cut levels of obesity.
The 'How Are The Kids Survey', launched in January, is the biggest national survey of children's diet and activity levels, and received more than 260,000 responses from families across England.
The survey of change4life families also found that 45 per cent of their kids watched TV or played non-active video games before school, and only 22 per cent did something active after their evening meal.
Since the survey began, families have been sent tailor made support packs to help them make small but important changes to their daily routines. A new Change4Life advert focusing on getting families more active, hits screens today and will add encouragement to that support.
The new advert responds to the need for families to get more physical activity into their daily routines - to make sure that the energy in, is matched by the energy out.
The ad features the Change4Life family as they realise that 'sitting around doing nothing' can lead to a build up of fat in their bodies that can cause diseases such as type two diabetes, cancer and heart disease.
The family find lots of fun ways to get their kids 60 active minutes - playing in the park, walking to school and playing with active computer games where kids need to jump and dance around.
Dawn Primarolo, Minister for Public Health said: "Our survey shows that kids just aren't getting up and about as much as they should. If we're going to cut obesity levels our children need to be active for at least 60 minutes a day.
"Families up and down the country are getting tailor made action plans from Change4Life, and our new ads will give additional encouragement to help families feel the difference.
"By eating better and moving more, we can all live longer and healthier lives. With continued support from Change4Life this can be a reality for every family in England."
Ends.
Change4Life survey says: Too many children not getting enough exercise
24 April 2009
New Change4Life advert to get the nation moving
Results from a massive survey of Change4Life families show that almost three quarters (72 per cent) of their children are not getting 60 minutes of daily activity outside of school. The campaign's new TV ad, which launches today, urges families get up and about more in an effort to cut levels of obesity.
The 'How Are The Kids Survey', launched in January, is the biggest national survey of children's diet and activity levels, and received more than 260,000 responses from families across England.
The survey of change4life families also found that 45 per cent of their kids watched TV or played non-active video games before school, and only 22 per cent did something active after their evening meal.
Since the survey began, families have been sent tailor made support packs to help them make small but important changes to their daily routines. A new Change4Life advert focusing on getting families more active, hits screens today and will add encouragement to that support.
The new advert responds to the need for families to get more physical activity into their daily routines - to make sure that the energy in, is matched by the energy out.
The ad features the Change4Life family as they realise that 'sitting around doing nothing' can lead to a build up of fat in their bodies that can cause diseases such as type two diabetes, cancer and heart disease.
The family find lots of fun ways to get their kids 60 active minutes - playing in the park, walking to school and playing with active computer games where kids need to jump and dance around.
Dawn Primarolo, Minister for Public Health said: "Our survey shows that kids just aren't getting up and about as much as they should. If we're going to cut obesity levels our children need to be active for at least 60 minutes a day.
"Families up and down the country are getting tailor made action plans from Change4Life, and our new ads will give additional encouragement to help families feel the difference.
"By eating better and moving more, we can all live longer and healthier lives. With continued support from Change4Life this can be a reality for every family in England."
Ends.
Friday, 27 March 2009
Change4Life Branding Guidelines
The chances are that if you are reading this you're already thinking of using Change4Life branding in your areas of work. Well, we all know how confusing this issue can be so we thought we'd give you a few tips on what to do. Here's a few bits we've taken from the national guidelines to help you out:
- Any communication that uses the Change4Life branding (or sub brands) must support our goal of encouraging desired changes in behaviour as regards both diet and activity levels.
- It is better to get a professional designer to help you design posters and leaflets.
- You must also include the following copy in one or more of your communication channels; “To maintain a healthy weight, we need to both eat well and move more. Many families are making changes that will help them live healthier and longer. Visit www.nhs.uk/Change4Life or call 0300 123 3434 for more information.”
- Services or products provided or commissioned by the NHS or local government can use the branding as long as they relate to food and/or activity and are not clinical solutions (eg bariatric surgery)
- You mustn't prefix the 4Life with your own organisation eg NHS Leeds4Life is not allowed.
- There are some sub-brands that you can use: breakfast4life, cook4life, play4life, dance4life, walk4life, swim4life, bike4life
- A whole alphabet of characters is available and can be used to spell words out that relate to food or exercise. However you are not allowed to use the brand style with a completely different logo eg bike4ever. The logo must always be XXXX4Life
- Most importantly, the brand looks ahead. It does not look back, or blame, or criticise. It offers help for the future. Its aim is to improve the future life expectancy of a generation (and generations to come) and to promote happy memories.
You can get a full copy of the branding guidelines by emailing change4life@nhsleeds.nhs.uk or ringing Alison Cater (3057581), Fran Hewitt (3057505) or Phil Slater (2953094).
Give us your questions - have you got any queries or comments about the C4L branding? Why not post your comments on this blog or send them to the email above.
Happy branding!
Monday, 16 March 2009
Getting Fruity at the White Rose Centre!
Change4Life visited the White Rose Centre on Friday 13th to encourage parents to fill out their How's the Kids? survey.
Also on offer was the opportunity to try a few fruity smoothies and have a general chat about the campaign.
NHS Leeds Health Improvement Specialists Emma Strachan and Alison Cater went along to check out the stall - which is part of the national promotional work ongoing across the UK.
How's the Kids? is being co-ordinated nationally although it is expected that the information gathered will be filtered down to regions so we can use it to inform our C4L plans locally.
Change4Life. What’s it all about?
So, we’ve all been talking about Change4Life for a good few months now. And we know it’s about eating well, moving more and living longer. But what are we meant to do next?
Well, that’s where this blog comes in! A group of us from healthcare, education and sport and recreation have gotten together to look at ways we can all keep in touch and share ideas on how to introduce Change4Life into our everyday work with kids, parents and the wider population of Leeds.
We’ll be regularly updating these pages with news and events, latest campaign information and case studies of people in Leeds who are already using the Change4Life campaign locally to great effect.
A variety of bloggers will be giving you the news and views from their area. You can also join in by submitting comments on new blog postings or by emailing your news to change4life@nhsleeds.nhs.uk
Well, that’s where this blog comes in! A group of us from healthcare, education and sport and recreation have gotten together to look at ways we can all keep in touch and share ideas on how to introduce Change4Life into our everyday work with kids, parents and the wider population of Leeds.
We’ll be regularly updating these pages with news and events, latest campaign information and case studies of people in Leeds who are already using the Change4Life campaign locally to great effect.
A variety of bloggers will be giving you the news and views from their area. You can also join in by submitting comments on new blog postings or by emailing your news to change4life@nhsleeds.nhs.uk
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