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UK Foresight report: By 2050, 60% of men and 50% of women could be clinically obese

Change4Life Campaign & The Sheffield Healthy Towns Programme Amy Plant Sheffield Healthy Schools Programme. Obesity is growing at an alarming rate, with a significant impact on individuals, our National Health Service and society as a whole.

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UK Foresight report: By 2050, 60% of men and 50% of women could be clinically obese

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  1. Change4Life Campaign & The Sheffield Healthy Towns Programme Amy PlantSheffield Healthy Schools Programme

  2. Obesity is growing at an alarming rate, with a significant impact on individuals, our National Health Service and society as a whole UK Foresight report: By 2050, 60% of men and 50% of women could be clinically obese • Health impact of obesity: • 58% type-2 diabetes • 21% of heart disease • 10% of non-smoking related cancers • 9,000 premature deaths a year in England • Reduces life expectancy by 9-11 years. • Costs of obesity: • National Health Service - £4.2bn • Wider economy - £15.8bn • Foresight estimate costs to economy of £50bn by 2050 2

  3. Ambition “To to be the first major nation to reverse the rising tide of obesity and overweight in the population by ensuring that everyone is able to achieve and maintain a healthy weight. Our initial focus will be on children: by 2020, we aim to reduce the proportion of overweight and obese children to 2000 levels.” (Healthy Weight, Healthy Lives, 2008) 3

  4. Why we need marketing to help deliver the ambition People do not relate what they see or hear about obesity to their own situation • Only 4% of parents currently believe their child is overweight or obese “I went to see the doctor and he said my daughter was obese. I thought: how ridiculous - she doesn’t even look fat !” People do not appreciate the link between weight gain and health consequences • Only 6% of parents believe there is a link between obesity and cancer 4

  5. Overarching insights from the qualitative research suggest we need to ‘reframe’ the issue for all families While parents acknowledge childhood obesity is a problem they do not think of it as ‘their’ problem. Parents underestimate the amount they and their children eat and over estimate the amount of activity their family does. A host of ‘unhealthy’ behaviours have no perceived health risks to parents: e.g. sedentary behaviour, snacking, portion sizes. ‘Healthy Living’ is perceived to be a middle class aspiration which ‘at risk’ families believe is undesirable and/or unattainable. Parents prioritise their children’s immediate happiness over their long-term health. 5

  6. ….then target the following key audiences identified as most in need of information 4.7 million families with children 0-11 1.6 million high risk families with children 2-11 1.4 million families with children 0-2 0.59 million pregnant women 6

  7. Reducing sugar intake (“Sugar Swaps”) Increasing consumption of fruit and vegetables (“5 A Day”) Having structured meals, especially breakfast (“Meal Time”) Reducing unhealthy snacking (“Snack Check”) Reducing portion size (“Me Size Meals”) Reducing fat consumption (“Easy On The Fat”) 60 minutes of moderate intensity activity (“60 Active Minutes”) Reducing sedentary behaviour especially TV and screen time (“Up & About”) We will be promoting specific behaviours in ways our target can relate to and use

  8. It could be hard…the food was pretty fast…but it could be fun if we caught our mammoth or bison or whatever… Once upon a time, life was pretty simple… Then gradually life changed…in many ways it got easier… Healthy Weight, Healthy Lives Until one day we woke up and realised that 9 out of 10 of our kids would grow up to have dangerous amounts of fat in their bodies. Which meant that they’d be more likely to get horrid things like heart disease, diabetes and cancer. And many could have their lives cut short Nobody had to run around for their food… Or for anything else much for that matter. And change 4 life. And we all lived happily…not exactly ever after… but more ever after than we had done. Maybe we should get together with our kids and Eat better Move more Live longer So we thought …that’s not more of a life…that’s less of a life, and that’s terrible because we love the little blighters

  9. What other Government departments will do Cross-Government alignment including: • DfT: bike4life, walk4life • DCSF: play4life • DCMS: swim4life • Defra: conservation volunteering • FSA: reinforcing “fat in the body causes disease” messaging in saturated fat campaign

  10. What commercial partners will do Commitment includes themed promotional activity around the sub brands, integrating messaging into annual calendar of activity, expanding employee welfare programme, leveraging full range of customer communication channels

  11. What NGOs will do Commitment includes providing research and content, mobilising volunteer and professional networks, undertaking PR and advertising activity to help to reframe the issue

  12. Creating momentum at grass roots

  13. How you can support Change4Life • Align your diet or physical activity initiatives under the umbrella of Change4Life - co-brand with Change4Life or one of the sub-brands 2. Share relevant local activity, events and clubs data for inclusion on the Change4Life central database 3. Consider distributing Change4Life materials through existing channels that reach parents 4. Keep up to date on progress, download brand guidelines and logos, gain access to insights, best practice and free marketing materials: Local government go to www.nhs.uk/change4life Health practitioners go to www.dh.gov.uk/change4life

  14. Sheffield Healthy Towns Programme

  15. NCMP results for Sheffield

  16. Service District Data

  17. 3. High Quality Support: for children and families already overweight 2. Targeted Prevention: to provide more intensive support to those at high risk of becoming overweight or obese 1. Universal Prevention: creating communities, neighbourhoods and service that support all children and families in maintaining a healthy weight

  18. Sheffield Healthy Towns Programme • Joint Bid submitted by NHS Sheffield and Sheffield City Council to the Healthy Communities Challenge Fund • Secured £5 million to prevent childhood obesity in children and families over the next 2 years • A Programme Board has been established to oversee the programme delivery

  19. Aim To empower all children and families in Sheffield to maintain a healthy weight • Principles • Prevention: Universal and Targeted • Equity and inclusivity • Empowering communities • Learning from what works • Fun! • Eight strands of activity

  20. Key Strands • Breastfeeding Friendly City • Parents as positive role models • Schools at the heart of healthy communities • Living Neighbourhoods • Community Health Champions • Healthy open spaces • C4L social marketing • Cross sector innovation

  21. Schools at the heart of healthy communities: aims • Increase participation in physical activity • Increase in uptake of paid and free school meals • Increase in numbers of pupils staying on site at lunch time • Increase in numbers of children taking part in practical food cookery and food growing • Increase in consumption of fruit and vegetables • Decrease in reported incidents of bullying at lunchtime • Improvement in attendance and attainment levels • All schools to achieve National Healthy schools Status

  22. Schools at the heart of healthy communities • Key areas of activity - Primary • Growing clubs • Cookery clubs • School Nutrition Actions Groups (SNAGS) inc lunch box work • Nurture Group Toolkit • Parent Courses

  23. Schools at the heart of healthy communities • Key areas of activity – secondary • Extension of free fruit scheme to Y7 pupils • Implementation of stay on site policy at lunchtime • Growing clubs • Cookery clubs • Lead Change4Life Schools • KS3 cookery • Physical activity

  24. What does success look like? In 2014… • Reduction in prevalence of overweight and obesity in Reception Year children • Reduction in prevalence of overweight and obesity in Year 6 children • Improvement in broader indicators of child health • Breastfeeding, school meal uptake, activity levels, attendance and attainment, 5 a day intake, decrease in bullying, safe places to play, etc. • Improvement in the health of adults, too

  25. Amy Plant Amy.plant@sheffieldpct.nhs.uk Tel: (0114) 305 1032 www.change4life.org

  26. Royal Horticultural Society Workshops 2nd July 4.00pm – 5.30pm Charnock Hall Primary School 15th September – 4.00pm -5.30pm 19th November – 4.00pm -5.30pm Lets Get Cooking – associate clubs www.letsgetcooking.org.uk

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