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. You can also get Three clusters of families were prioritised, as the data suggested their children were at risk of becoming obese. The board is jointly chaired by the DH Director General of Communications and Director of Health and Wellbeing, with membership from NHS North West, Marks & Spencer, Medical Research Council, The Advertising Association and CRUK. 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. 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 team would advise others contemplating such a programme to: Do you have a question about social marketing?
It has also provided a rallying call for those already working in the area, The How are the kids? mechanism was the entry point into Change4Life for 63 per cent of those who joined. 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. and toolkits for partners to use. Together, we can deliver more effective campaigns and ensure our public health messages reach the people who will really benefit from them. The evaluation from the first years activity made it clear that more targeted approaches would be needed for specific subsections of the community. A further 90,000 people received a lower-cost electronic version of the CRM programme. 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. In addition, we would recommend The clubs strive to create an exciting As part of this new approach, the Great Swapathon campaign was launched in January 2011, which aims to urge families to swap at least one unhealthy habit for a healthier one. Contrary to initial expectation that local supporters would come primarily from the voluntary sector and community-minded individuals (many parents themselves), 70 per cent are LA public sector workers. refreshing your own Chanage4Life Sports Club. Accordingly, agency partner M&C Saatchi created the Change4Life brand, along with a suite of sub-brands (Cook4Life, Play4Life, Swim4Life, etc.) 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. 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. already set up a Change4Life Sports Club in your school, the C4L website offers the clubs will ensure that they take part in lifelong sport and physical TNS drew on additional data to add information on each clusters demographic make-up, levels of food consumption and levels of obesity and overweight. People who responded to the campaign were sent a welcome pack of materials, including a handbook for Healthy Happy Kids, a wall chart detailing target behaviours and stickers for their children. If youve and inspirational environment for children to engage in school sport. 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. Once registered, you'll be able to: You dont have to sign in or register to access or download coronavirus resources. This stage would seek to inspire people to believe that change is possible and convince them that change is already happening. 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. Healthy Weight, Healthy Lives also announced 75 million for a 3-year social marketing programme to help us all maintain a healthy weight by helping parents make healthier food choices for their children and encouraging more activity. 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. If you have more specific questions or suggestions in mind, email the Office of Health Improvement and Disparities.
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. 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. New to the site? Government's first plan to reduce the rates of childhood obesity in England in There are also helpful sites for Scotland and Northern Ireland. To inspire us with the work we do to support our care experienced young people, previously looked after young people and those with a social worker. schools meet this target as a targeted club for the least active pupils. In response to the rise in obesity, the Government set out its ambition that, in future, all individuals will be able to maintain a healthy weight. These included items like an activity book, information booklets, snakes and ladders game or a pedometer. Before any national partner can work with Change4Life, they must sign the campaign Terms of Engagement. You can find the School Zone here:www.nhs.uk/c4lschools Change4Life TeamEmail: partnerships@phe.gov.uk. Change4Life is Englands first ever national social marketing campaign to reduce obesity. Change4Life has now become part of Better Health and has a brand new look. to the School Zone newsletter to keep up to date about new resources and campaigns. In addition, it funded advertising space in those publications that have good coverage among at-risk target audiences and invited obesity leads in PCTs and LAs to nominate local services and initiatives for inclusion. Please use your communications channels with primary schools in your area to let them know about the School Zone. 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. In addition, three television commercials were made. 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. to increase physical activity levels in less active seven to nine-year-olds through multi-sport themes. 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. 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. Local supporters are required to accept the campaign terms and conditions. That's why Change4Life is helping families choose healthier snacks. It also revealed that it was significantly more cost-effective to recruit people into the programme via peers and by using public sector institutions, such as schools, than via mass media advertising or on-street promotions. We use cookies to give you the best experience of this website. 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. We would love to hear from you! 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. 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. This week, Christine shares updates on the heatwave, LA established MATs and the first key stage 2 attainment statistics since 2019. What distinguished them was that they would be willing to do more than help their own families. The campaign was developed (and is being delivered) at great speed. Without it, the campaign would have ended the year with a database of only 149,458 families, about 50,000 short of its target. 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. You could also spread the word by: Teachers cansubscribeto the School Zone newsletter to keep up to date about new resources and campaigns. Subscribe to the Change4Life School Zone newsletter and get access to the current resources and campaign news. 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. "This is really engaging and relevant content, particularly the game show resource. But that's where we come in. 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. To find out more about how you can collaborate with us, please see the Campaign Resource Centre's information for national partners. Here are a few things to get you started: We are not able to provide individual dietary advice. This new site will continue the good work of Change4Life by ensuring parents have the essential support and tools they need to make healthier choices for their families from a fun smartphone app to find healthier food swaps, to easy recipes for busy midweek meals, simple snack ideas and Disney-inspired play-along games to keep the kids moving. In 2021, it was brought under the Better Health brand. All Primary schools will receive a printed pack including stickers, posters and parent packs with the School Fruit and Veg Scheme delivery in January. activity, thus reducing the in touch with us directly. that schools contact their local School Games Organiser (SGO) for advice, You could also spread the word by: Putting a link to the School Zone on a teacher facing section of your website. Change4Life was launched in 2009 as part of a national ambition set out in the government's Healthy Weight, Healthy Lives (2008). Better Health brings together all of the NHS's tips, tools and apps in one place to help the nation make small, simple changes to kickstart and improve health across a full range of activities. Children will love the competitive nature of this! Over time During the second phase of the programme (2010 to 2012), more effort has been put into providing materials for schools to encourage children to make pledges to change their diet and/or activity levels, and developing a clearer role for the Change4Life sub-brands and ambassadors. guidance and support for setting up a Change4Life Sports Club in their school. 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. 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?. 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. Since there was no universally accepted model for behaviour change with regard to obesity and since this was the first time any government had implemented a programme of this nature, scale and ambition, the team derived a set of assumptions from existing literature on behaviour change for diet and activity, which it used to drive its marketing campaign.
The How are the kids? questionnaire was distributed to over five million at-risk households. 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.
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. 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. These insights on diet and activity have underpinned national and local service design, in addition to the development of the social marketing programme. Delivered online and by post, this programme would provide encouragement, information and support for families to get their children eating better and moving more. The CRM programme should have been ready to go out to families as soon as they joined Change4Life, Develop more products for professionals, such as teachers and doctors, who have a professional interest in combating obesity. In its first year, Change4Life focused on families, particularly those with children under 11. The School Zone features exciting lesson ideas, homework tasks and whole school activities for teachers to use with KS1 and KS2 pupils. This phase is ongoing and has grown as the campaign has developed. that primary schools will contribute at least 30 minutes of this activity For this reason, Change4Life agencies were tasked with creating an integrated communications package around the Snack Check and Sugar Swaps behaviours. 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. 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? guidance documents via the resource library of your dashboard. Among other things, the Terms require the organisation to support healthy diet and activity behaviours and the goals of the campaign. We have a selection ofresourcesto make this easy for you. is a toolkit full of ideas to help your clubs plan and deliver celebratory 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. Already, around one-third of children and two-thirds of adults in England are overweight or obese. Change4Life Sports Clubs can help 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. 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. Go to the coronavirus resources now. to make this easy for you. Change4Life aims to help families lead healthier lives by eating well and moving more. , PRU, Inclusion and Attendance Service (PIAS), Special Educational Needs and Disabilities (SEND), Secondary School Improvement, Skills and Employability, HR Information and Guidance for Kent Maintained Schools, Subscribe to the Change4Life School Zone newsletter, VSK Conference 2022 - A Network Approach to Supporting our Young People. guidance and resources are available to support your school in establishing and The main marketing mechanic for this phase is a How are the kids? questionnaire on childrens health and activity, constructed around eight desired behaviours. 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. Through a locally searchable database of services provided by partner organisations, people can find activities they can undertake locally. These may not change things overnight, but they are a change for the better. 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. The programme also set out to recruit local supporters someone from the community whose job it is to promote healthy lifestyles, or an individual who has influence with the target audience (such as a member of a community-minded voluntary group, club or registered charity). across the school day for every pupil. 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. Welcome back to the Public Health England Campaign Resource Centre. Visit the School Zone to access the free resources listed below and more. 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.
It has also provided a rallying call for those already working in the area, The How are the kids? mechanism was the entry point into Change4Life for 63 per cent of those who joined. 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. and toolkits for partners to use. Together, we can deliver more effective campaigns and ensure our public health messages reach the people who will really benefit from them. The evaluation from the first years activity made it clear that more targeted approaches would be needed for specific subsections of the community. A further 90,000 people received a lower-cost electronic version of the CRM programme. 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. In addition, we would recommend The clubs strive to create an exciting As part of this new approach, the Great Swapathon campaign was launched in January 2011, which aims to urge families to swap at least one unhealthy habit for a healthier one. Contrary to initial expectation that local supporters would come primarily from the voluntary sector and community-minded individuals (many parents themselves), 70 per cent are LA public sector workers. refreshing your own Chanage4Life Sports Club. Accordingly, agency partner M&C Saatchi created the Change4Life brand, along with a suite of sub-brands (Cook4Life, Play4Life, Swim4Life, etc.) 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. 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. already set up a Change4Life Sports Club in your school, the C4L website offers the clubs will ensure that they take part in lifelong sport and physical TNS drew on additional data to add information on each clusters demographic make-up, levels of food consumption and levels of obesity and overweight. People who responded to the campaign were sent a welcome pack of materials, including a handbook for Healthy Happy Kids, a wall chart detailing target behaviours and stickers for their children. If youve and inspirational environment for children to engage in school sport. 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. Once registered, you'll be able to: You dont have to sign in or register to access or download coronavirus resources. This stage would seek to inspire people to believe that change is possible and convince them that change is already happening. 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. Healthy Weight, Healthy Lives also announced 75 million for a 3-year social marketing programme to help us all maintain a healthy weight by helping parents make healthier food choices for their children and encouraging more activity. 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. If you have more specific questions or suggestions in mind, email the Office of Health Improvement and Disparities.
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. 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. New to the site? Government's first plan to reduce the rates of childhood obesity in England in There are also helpful sites for Scotland and Northern Ireland. To inspire us with the work we do to support our care experienced young people, previously looked after young people and those with a social worker. schools meet this target as a targeted club for the least active pupils. In response to the rise in obesity, the Government set out its ambition that, in future, all individuals will be able to maintain a healthy weight. These included items like an activity book, information booklets, snakes and ladders game or a pedometer. Before any national partner can work with Change4Life, they must sign the campaign Terms of Engagement. You can find the School Zone here:www.nhs.uk/c4lschools Change4Life TeamEmail: partnerships@phe.gov.uk. Change4Life is Englands first ever national social marketing campaign to reduce obesity. Change4Life has now become part of Better Health and has a brand new look. to the School Zone newsletter to keep up to date about new resources and campaigns. In addition, it funded advertising space in those publications that have good coverage among at-risk target audiences and invited obesity leads in PCTs and LAs to nominate local services and initiatives for inclusion. Please use your communications channels with primary schools in your area to let them know about the School Zone. 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. In addition, three television commercials were made. 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. to increase physical activity levels in less active seven to nine-year-olds through multi-sport themes. 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. 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. Local supporters are required to accept the campaign terms and conditions. That's why Change4Life is helping families choose healthier snacks. It also revealed that it was significantly more cost-effective to recruit people into the programme via peers and by using public sector institutions, such as schools, than via mass media advertising or on-street promotions. We use cookies to give you the best experience of this website. 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. We would love to hear from you! 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. 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. This week, Christine shares updates on the heatwave, LA established MATs and the first key stage 2 attainment statistics since 2019. What distinguished them was that they would be willing to do more than help their own families. The campaign was developed (and is being delivered) at great speed. Without it, the campaign would have ended the year with a database of only 149,458 families, about 50,000 short of its target. 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. You could also spread the word by: Teachers cansubscribeto the School Zone newsletter to keep up to date about new resources and campaigns. Subscribe to the Change4Life School Zone newsletter and get access to the current resources and campaign news. 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. "This is really engaging and relevant content, particularly the game show resource. But that's where we come in. 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. To find out more about how you can collaborate with us, please see the Campaign Resource Centre's information for national partners. Here are a few things to get you started: We are not able to provide individual dietary advice. This new site will continue the good work of Change4Life by ensuring parents have the essential support and tools they need to make healthier choices for their families from a fun smartphone app to find healthier food swaps, to easy recipes for busy midweek meals, simple snack ideas and Disney-inspired play-along games to keep the kids moving. In 2021, it was brought under the Better Health brand. All Primary schools will receive a printed pack including stickers, posters and parent packs with the School Fruit and Veg Scheme delivery in January. activity, thus reducing the in touch with us directly. that schools contact their local School Games Organiser (SGO) for advice, You could also spread the word by: Putting a link to the School Zone on a teacher facing section of your website. Change4Life was launched in 2009 as part of a national ambition set out in the government's Healthy Weight, Healthy Lives (2008). Better Health brings together all of the NHS's tips, tools and apps in one place to help the nation make small, simple changes to kickstart and improve health across a full range of activities. Children will love the competitive nature of this! Over time During the second phase of the programme (2010 to 2012), more effort has been put into providing materials for schools to encourage children to make pledges to change their diet and/or activity levels, and developing a clearer role for the Change4Life sub-brands and ambassadors. guidance and support for setting up a Change4Life Sports Club in their school. 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. 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?. 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. Since there was no universally accepted model for behaviour change with regard to obesity and since this was the first time any government had implemented a programme of this nature, scale and ambition, the team derived a set of assumptions from existing literature on behaviour change for diet and activity, which it used to drive its marketing campaign.
The How are the kids? questionnaire was distributed to over five million at-risk households. 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.
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. 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. These insights on diet and activity have underpinned national and local service design, in addition to the development of the social marketing programme. Delivered online and by post, this programme would provide encouragement, information and support for families to get their children eating better and moving more. The CRM programme should have been ready to go out to families as soon as they joined Change4Life, Develop more products for professionals, such as teachers and doctors, who have a professional interest in combating obesity. In its first year, Change4Life focused on families, particularly those with children under 11. The School Zone features exciting lesson ideas, homework tasks and whole school activities for teachers to use with KS1 and KS2 pupils. This phase is ongoing and has grown as the campaign has developed. that primary schools will contribute at least 30 minutes of this activity For this reason, Change4Life agencies were tasked with creating an integrated communications package around the Snack Check and Sugar Swaps behaviours. 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. 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? guidance documents via the resource library of your dashboard. Among other things, the Terms require the organisation to support healthy diet and activity behaviours and the goals of the campaign. We have a selection ofresourcesto make this easy for you. is a toolkit full of ideas to help your clubs plan and deliver celebratory 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. Already, around one-third of children and two-thirds of adults in England are overweight or obese. Change4Life Sports Clubs can help 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. 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. Go to the coronavirus resources now. to make this easy for you. Change4Life aims to help families lead healthier lives by eating well and moving more. , PRU, Inclusion and Attendance Service (PIAS), Special Educational Needs and Disabilities (SEND), Secondary School Improvement, Skills and Employability, HR Information and Guidance for Kent Maintained Schools, Subscribe to the Change4Life School Zone newsletter, VSK Conference 2022 - A Network Approach to Supporting our Young People. guidance and resources are available to support your school in establishing and The main marketing mechanic for this phase is a How are the kids? questionnaire on childrens health and activity, constructed around eight desired behaviours. 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. Through a locally searchable database of services provided by partner organisations, people can find activities they can undertake locally. These may not change things overnight, but they are a change for the better. 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. The programme also set out to recruit local supporters someone from the community whose job it is to promote healthy lifestyles, or an individual who has influence with the target audience (such as a member of a community-minded voluntary group, club or registered charity). across the school day for every pupil. 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. Welcome back to the Public Health England Campaign Resource Centre. Visit the School Zone to access the free resources listed below and more. 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.