Jane Asscher, Pete Buckley and Alexia Clifford discuss performance planning and reporting of Change4Life campaign

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The IPA hosted its Performance Adaptathon at Altitude in London on 8th July 2014 in association with ISBA, Kingston Smith and RedHAT. 23red's Jane Asscher, Pete Buckley from MEC and Alexia Clifford of …

The IPA hosted its Performance Adaptathon at Altitude in London on 8th July 2014 in association with ISBA, Kingston Smith and RedHAT. 23red's Jane Asscher, Pete Buckley from MEC and Alexia Clifford of Public Health England discussed performance based planning and reporting of the Change4Life campaign. Watch the video: https://www.youtube.com/watch?v=g6bRK9B47zQ. Get involved by visiting the ADAPT Hub www.ipa.co.uk/adapt/performance and on Twitter #ipadapt.

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  • 1. Performance Adaptathon 8.7.14 Change4Life: A case study in performance based planning and reporting
  • 2. Agenda • Sharing the mission • Achieving success together • Shifting the conversation from expenditure to investment • Fostering collaboration • Rewarding performance
  • 3. Sharing the mission Food manufacturing Non Governmental Organisations Media Physical activity Retail Local Delivery Health professionals Local Authorities Leisure Employers
  • 4. Smart Swap TV ad
  • 5. Achieving success together
  • 6. Engaging the nation 1,937,406 families have joined Change4Life accounting for 2.5m people 10.35% experience a positive significant shift after one year 220,000 children participated in sport 38,000 more children getting 60 active minutes 89% of mums are aware of Change4Life and 95% of mums associate it with healthy eating
  • 7. Evidence of improving behaviours Dunn Humby analysis showed encouraging differences in 8 categories featured in meal mixer Kantar Purchasing data shows that for the 5 swaps there are significant changes vs the same period one year agoOne third of individuals and families reported improvements in activity levels a year after the intervention
  • 8. Evidence childhood obesity levels appear to have plateaued
  • 9. Significant return to the public purse
  • 10. Shifting the conversation from expenditure to investment
  • 11. Measurement baked in Data collation key Working in partnership
  • 12. Awareness Registration Product usage Short term behaviour change Sustained behaviour change Volume Of People Depth Of Engagemen t
  • 13. Awareness Registration Product usage Short term behaviour change Sustained behaviour change Econometrics identifies the drivers of response
  • 14. Measurement is embedded into product design Awareness Registration Product usage Short term behaviour change Sustained behaviour change
  • 15. Data partnerships enable robust behaviour analysis Awareness Registration Product usage Short term behaviour change Sustained behaviour change
  • 16. Awareness Registration Product usage Short term behaviour change Sustained behaviour change Data partnerships enable robust behaviour analysis
  • 17. Fostering collaboration
  • 18. Rewarding performance • Time and value based remuneration (includes an element of PBR) • SLA includes KPI’s for — delivery — quality — responsiveness — financial — innovation • Measurement via agency evaluation • Negotiated between marketing, procurement and agency
  • 19. Recognising performance