For example:. Brand metrics were strong, especially when it came to being clear, trusted, relevant, adaptable to my lifestyle and supportive, not judgemental.
Early results indicated that families were already changing their behaviours. This equated to , more families claiming to do all eight behaviours.
HATK was the most cost-effective response mechanism in government. In addition to the free activity provided by local authorities, the NHS and community groups, the Change4Life movement attracted significant funding from partners such as, for example:. Entries for the Awards for Excellence are now open, now is the time to choose the category you would like to enter.
Download PDF. Case studies. Snapshot The Change4Life brand was developed to target childhood obesity and promote a healthier lifestyle and has already made a measurable difference in attitudes and actions. Key insights The Department of Health DoH marketing team realised that getting mothers to change the way they raised and nourished their young children would require an enticing carrot rather than a preachy stick.
New products and services were developed to motivate families to change behaviours, while the most at-risk were enrolled in a customer relationship management programme to offer additional support. A ticking time bomb The rise in childhood obesity is one of the greatest health challenges facing society. Change4Life was set up to combat this Figure 1.
It involved a complex array of issues: Creating a segmentation to allow resources to be targeted to those families who most need help. Providing insight into why those families behaved as they did. Creating a new brand identity. Signposting them to services such as dance classes, accompanied walks and free swimming and bringing together a coalition of local, non-governmental and commercial sector organisations to help families change their behaviours.
Designing an effective campaign In its first year, Change4life focused on families with children aged , especially those identified via quantitative segmentation whose self-reported attitudes and behaviours suggested that their children were at increased risk of becoming obese. Getting everyone on board Change4Life galvanised activity across communities. Change4Life aims to ensure parents have the essential support and tools they need to make healthier choices for their families.
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. But that's where Change4Life comes in, helping families with fun ideas to help kids stay healthy, whether with easy recipes for busy weeknights, great sugar swaps, Disney-inspired games to get kids moving or help in understanding food labels. Change4Life was launched in as part of a national ambition set out in the government's Healthy Weight, Healthy Lives Its purpose has been to inspire a social movement, through which government, the NHS, local authorities, businesses, charities, schools, families and community leaders can all play a part in improving children's diets and physical activity levels.
If a member of your family has special dietary requirements, medical needs, an eating disorder or requires specialised nutrition advice — for example, if your child is underweight or very overweight — we recommend you seek guidance from a registered healthcare professional.
Want to have a chat? If you have some more specific questions in mind, get in touch with Public Health England by emailing enquiries phe. Our offices are open from 9am to 8pm every day. If you need help or advice about a medical problem, visit NHS online or call free from any phone. We have a single aim: to motivate and support millions more people to make and sustain changes that will improve their health.
It's a big task. That's why our national partnerships are crucial. Together, we can deliver more effective campaigns and ensure our public health messages reach the people who will really benefit from them. Skip to main content. Results Change4Life exceeded all of its first year targets, including: The campaign reached 99 per cent of targeted families , families joined Change4Life in the first 12 months Over 44, families were believed to still be involved with Change4Life after 6 months Over 1.
Getting Started. Aims and objectives The social marketing programme aims to: Create a societal movement in which everyone plays their part, helping to create fundamental changes to those behaviours that can lead to people becoming overweight and obese Create a segmentation model that would allow resources to be targeted to those individuals most in need of help i. The focus of the social marketing programme is on: The 1. The research programme consisted of five phases: Review of the existing evidence base in both academic and market research Quantitative segmentation of families of children aged 2 to 10 using the TNS Family Food Panel and bespoke surveys Qualitative research by 2CV into current behaviours and attitudes and opportunities for intervention focusing on those families identified as a priority in the segmentation Proposition research by 2CV to identify the most effective ways of tackling the issue of family diet and activity levels and promoting behaviour change Qualitative research with six ethnic minority communities — Pakistani, Bangladeshi, Black African, Gujarati Hindu, Punjabi Sikh and Black Caribbean communities Segmentation Analysis of the quantitative data showed that participating families could be grouped into six clusters according to their attitudes and behaviours relating to diet and physical activity.
The team believed the programme would need two stages: 1. Creating the right preconditions for behaviour change Before behaviour change could be achieved on any significant scale, people would need to: Be concerned that weight gain has health consequences Recognise their families are at risk and take responsibility for reducing that risk Know what they need to do to change Believe that change is possible 2.
Supporting people on a behaviour change journey Consultation and dialogue would need to play a central role and include the following elements: Ask — Use a variety of mechanisms to ask as many families as possible about their own behaviours Benchmark — Use mass media to bring results to life and tell people how they and their neighbours stand in relation to the nation Create practical goals — Allow families to select a behaviour to change, based on their own needs and aspirations Record — Provide a mechanism for individuals to record their own behaviour Report back — Tell the nation how we are doing.
Pre-stage: Mobilising the network 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. Phase one: Reframing the issue The campaign would launch with advertising explaining the link between weight gain and illness and reduced life expectancy, positioning this as an issue that could affect the majority of families in the future.
Phase two: Personalising the issue The next phase would help people recognise that their own families may be at risk of developing obesity because of their current behaviours. Phase three: Rooting the behaviours In consultation with the Healthy Weight, Healthy Lives Expert Advisory Group and policy team, the Chief Medical Officer CMO and key stakeholders including the Food Standards Agency , the campaign team defined the behaviours that parents should encourage their children to adopt if they are to achieve and maintain a healthy weight: To make the behaviours real for people, partner agencies created user-friendly, memorable language for describing them, supplied tips that translated each behaviour into real situations to which target audiences could relate, and created a mechanism for promoting the behaviours as a set.
Phase five: Supporting people as they change All campaign materials would give at-risk families the opportunity to sign up to an ongoing CRM programme that supports behaviour change.
Phase one: Reframing the issue In January , Change4Life was launched officially to the public with television and print advertising, an information line and a campaign website. Phase three: Rooting the behaviours 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.
Phase four: Inspiring change From June to September , Amra which represents over regional newspapers used locally sourced case study material to showcase local activity and reported on upcoming and relevant events that fitted the Change4Life movement. Phase five: Supporting change , at-risk families who joined Change4Life were entered into a CRM programme, which comprised 4 separate packs of information and resources, designed around the calendar of family life and delivered to their homes.
Governance A Change4Life Board was created to review progress against campaign objectives, advise on future direction and adjudicate on any disputes arising under the partnership terms of engagement. There are three high-level themes to the evaluation programme: Monitoring campaign exposure and visibility to the target audience Investigating the impact on families Tracking the development of a social movement Approach Tracker study — Conducted by the British Market Research Bureau BMRB , this study aims to measure campaign awareness and track intent to change and self-reported behaviour.
Every month mothers with children aged 0 to 11 are interviewed face-to-face in their homes. Fieldwork began in December to provide a baseline. Academic study — University College London is using a combination of quantitative and qualitative approaches and a randomised design and control group to gauge the impact of Change4Life marketing materials on family behaviour.
Basket analysis — To understand whether Change4Life might be beginning to have a measurable impact on the food that at-risk audiences were buying, retail media group dunnhumby was commissioned to analyse data from the Tesco Clubcard database to track actual shopping behaviour. Key findings In February , the Government published a full evaluation report of the first year of Change4Life. 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, families who were most engaged with Change4Life relative to a control group.
Follow Up. Additional audiences The programme has produced targeted interventions and materials for pregnant women and parents of children under the age of two under the Start4Life sister brand, which launched to the public in January , for ethnic minority communities a bespoke campaign launched in late and for middle-aged adults a campaign targeting to year-olds launched in February Lessons learned.
What worked well Embedding Change4Life within the broader policy context. The programme is not an add-on — it is an integral part of Healthy Weight, Healthy Lives. Pre-existing networks, such as regional obesity leads, regional physical activity leads and healthy schools coordinators have all worked hard to promote the movement in their areas The Change4Life brand identity captured the imagination of the public and made it possible to land some hard-hitting messages in an engaging and charming way.
Without it, the campaign would have ended the year with a database of only , families, about 50, short of its target. 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. Key facts Topics. Target audience.
Pregnant women. Response to How are the Kids? Total responses including website visits, telephone calls, returned questionnaires.
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