It’s Never Too Late to be Active LAUNCH: 23 April 2018

1. It’s Never Too Late to be Active LAUNCH: 23 April 2018

2. Hertfordshire County Council is working with organisations across the county to launch a new campaign to help older adults become more active. Why a physical activity campaign? The recommended guidelines for physical activity is 150 minutes a week 41.7% of 55-64 year olds and 57.8% of 65+ year olds do less than 150 minutes 24.9% of 55-64 year olds and 42% of 65+ year olds are completely inactive

3. Objectives: • Increase the number of inactive older people taking part in at least 30 minutes of physical activity a week • To raise awareness of the physical, mental and social health benefits of regular exercise for healthy ageing Objectives and evaluation • Evaluation: • Baseline survey and follow up survey for all those registering for the campaign to demonstrate behaviour change

4. Activity levels decline as we age. Being physically active for 30 minutes at least five days a week is known to provide important physical and mental health benefits for older adults. ‘It’s Never Too Late to be Active’ is a social marketing behaviour change campaign which aims to inspire inactive and low activity older people to become more active. It’s part of Hertfordshire’s Year of Physical Activity (#HertsYOPA18) and runs for 12 weeks from 23April 2018. Part of Hertfordshire’s Year of Physical Activity

5. What is Never Too Late? Uses insight and behaviour-change techniques to help older people become more active: • Family bonds • Grandchildren are a strong motivator • Launch through primary schools • Schools will invite their older community to a ‘Daily Mile for all ages’ event and encourage them to sign up • These schools will be entered into a £1000 prize draw. • Incentives • Free local activity pass for those registering and a friend (some districts offering hot drink too) • Chance to win an iPad, Fitbit or £100 voucher • Personalisedsupport • Regular motivational texts or emails • Access to personalised support from HertsHelp • Action planning • Free activity plannerto help people identify activity aims • Case studies • Relatable case studies to inspire others to change their behaviour so materials are based on real Hertfordshire people who are telling their own stories to motivate others.

6. Key messages • Motivational, positive messaging will highlight how physical activity can: • keep the body strong and promote long-term independence and enjoyment of life • boost energy, confidence and mood • keep the mind sharp • bring social benefits and be fun • be broken down into chunks of 10 minutes to meet the 150 minute target • Opportunity to raise awareness of benefits of physical activity (avoid term ‘exercise’) and local opportunities to be active • empowers and supports inactive older people to become more physically active

7. Engagement through community groups Quotes emphasising physical, mental, social benefits 12 role models Personalised and identifiable Positive, empowering message Take action, but together, non-intimidating Incentives One campaign page Other ways in

8. Toolkit Engagement through the community Please use the communications toolkit to raise awareness of the campaign and encourage local populations to take part and sign up: www.hertfordshire.gov.uk/nevertoolatetoolkit A suite of case-study based posters is available

9. Social Media engagement The over 55s are the fastest growing group on Facebook so the campaign will be advertised heavily on social media (‘digital-first’). Please also use the social media content to promote the campaign on your own digital channels and use the hashtag #NeverTooLateHerts to like and share other people’s content. A suite of social media images, video content and suggested posts is available

10. Please encourage local schools to sign up to the Daily Mile and run a ‘Daily Mile for all ages’ event to launch the Never Too Late campaign. By taking part they could win £1000 for health and wellbeing activities. Launching through schools

11. Call to action: visit the website • www.hertfordshire.gov.uk/nevertoolate • short registration survey • Information, advice and tips to help people get active • links to local activities in their area Evaluation Short survey questionnaires will be completed at the start and end of the campaign to measure any changes in activity levels and the wider benefits of being active and evaluate the impact of the campaign.

12. Partners Delivery partners • Herts Sports Partnership • HertsHelp • Schools • Libraries • District, borough and parish councils • Local Leisure Centres Supporting partners • Hertfordshire Lifestyle & Legacy Partnership • Health professionals, including GPs, pharmacists, mental health workers, nurses • Social care professionals • Voluntary and community organisations • Many more!

13. What can you do? • Tell colleagues about the campaign and ask them to promote it to networks • Present at team meetings, events and networking opportunities • Promote within your own organisation and encourage staff to sign up and ask their family and friends to sign up and tell clients about it • Use your channels and face-to-face contacts to encourage older communities to sign-up: • Include an article in community newsletters • Put up posters at local community venues • Share campaign content on your website • Post and share social media messages • Encourage your local schools to host a launch event All publicity materials including this presentation are available in the campaign toolkit at www.hertfordhsire.gov.uk/nevertoolatetoolkit Posters and further information: joanne.necchi@hertfordshire.gov.uk