Performance Adaptathon
8.7.14
Change4Life: A case study in
performance based planning and
reporting
Agenda
• Sharing the mission
• Achieving success together
• Shifting the conversation from
expenditure to investment
• Fos...
Sharing the mission
Food manufacturing
Non Governmental Organisations
Media
Physical activity
Retail
Local Delivery
Health...
Smart Swap TV ad
Achieving success together
Engaging the nation
1,937,406 families
have joined
Change4Life
accounting for 2.5m
people
10.35% experience a
positive sig...
Evidence of improving
behaviours
Dunn Humby analysis
showed encouraging
differences in 8
categories featured in
meal mixer...
Evidence childhood obesity levels appear to
have plateaued
Significant return to the public
purse
Shifting the conversation from
expenditure to investment
Measurement
baked in
Data
collation key
Working in
partnership
Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change
Volume Of People
Depth
Of
Enga...
Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change
Econometrics
identifies the
dr...
Measurement is
embedded into
product design
Awareness
Registration
Product usage
Short term
behaviour change
Sustained
beh...
Data partnerships enable
robust behaviour analysis
Awareness
Registration
Product usage
Short term
behaviour change
Sustai...
Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change
Data partnerships enable
robus...
Fostering collaboration
Rewarding performance
• Time and value based remuneration (includes an
element of PBR)
• SLA includes KPI’s for
— delivery...
Recognising performance
Jane Asscher, Pete Buckley and Alexia Clifford discuss performance planning and reporting of Change4Life campaign
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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 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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Jane Asscher, Pete Buckley and Alexia Clifford discuss performance planning and reporting of Change4Life campaign

  1. 1. Performance Adaptathon 8.7.14 Change4Life: A case study in performance based planning and reporting
  2. 2. Agenda • Sharing the mission • Achieving success together • Shifting the conversation from expenditure to investment • Fostering collaboration • Rewarding performance
  3. 3. Sharing the mission Food manufacturing Non Governmental Organisations Media Physical activity Retail Local Delivery Health professionals Local Authorities Leisure Employers
  4. 4. Smart Swap TV ad
  5. 5. Achieving success together
  6. 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. 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. 8. Evidence childhood obesity levels appear to have plateaued
  9. 9. Significant return to the public purse
  10. 10. Shifting the conversation from expenditure to investment
  11. 11. Measurement baked in Data collation key Working in partnership
  12. 12. Awareness Registration Product usage Short term behaviour change Sustained behaviour change Volume Of People Depth Of Engagemen t
  13. 13. Awareness Registration Product usage Short term behaviour change Sustained behaviour change Econometrics identifies the drivers of response
  14. 14. Measurement is embedded into product design Awareness Registration Product usage Short term behaviour change Sustained behaviour change
  15. 15. Data partnerships enable robust behaviour analysis Awareness Registration Product usage Short term behaviour change Sustained behaviour change
  16. 16. Awareness Registration Product usage Short term behaviour change Sustained behaviour change Data partnerships enable robust behaviour analysis
  17. 17. Fostering collaboration
  18. 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. 19. Recognising performance
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