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Experience of Partnership - 2.5 years on
        Dr Marian Faughnan, safefood
Campaign Messages


• Parents and guardians are important role models
  for children

• Eating healthily and increasing le...
Advertising overview

          TV             Radio            Online           Outdoor              Direct
       (12 st...
Partnership


                         Retailers




         State

                  Communities
       Agencies
State Agency Partnerships

• Health Service Executive
   – Large network of staff, campaign advisory group

• safefood
   ...
Agency Partnership
Challenges

Time - longer decision making processes, timeline
coordination


Integration and maximisati...
Retailers
Point of sale - important influence on food choices

successful pilot with Tesco in 2007 with safefood’s
‘superf...
Retailers
Reasons for declining


•Lack of FREE space in store
•Running own healthy eating campaigns
•Planning 10-12 month...
Communities
Communities
•Talked to parents/guardians across social class

•Distributed materials through community groups


          ...
Partnership

•Essential
•Huge potential
•More time consuming
•Builds on strengths
•Consistent voice and messages


Partner...
Little Steps Campaign - Dr Marian Faughnan safefood
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Little Steps Campaign - Dr Marian Faughnan safefood

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Little Steps Campaign - Dr Marian Faughnan safefood

  1. 1. Experience of Partnership - 2.5 years on Dr Marian Faughnan, safefood
  2. 2. Campaign Messages • Parents and guardians are important role models for children • Eating healthily and increasing levels of physical activity will address the growing obesity problem • ‘Little Steps’ will have a big impact
  3. 3. Advertising overview TV Radio Online Outdoor Direct (12 stations) (29 stations) (search engine (bus stop posters, Marketing and supermarkets & (leaflets & posters) Adverts) trolley handles) 2008 √ √ √ √ √ (Jun-Jul) (Jun-Jul) (Jun-Jul) (Sep) (Sep) (Aug- Sep) (Aug-Sep) (Aug- Sep) 2009 √ √ √ √ (Mar-Apr) (Mar-Apr) (Jan-Dec) (Sep-Dec) (Aug-Sep) (June) (Aug-Sep) 2010 √ √ √ (Apr;May) (Jan-Dec) (Jan-Dec) (Sep-Oct)
  4. 4. Partnership Retailers State Communities Agencies
  5. 5. State Agency Partnerships • Health Service Executive – Large network of staff, campaign advisory group • safefood – All-island remit – Sole focus on food and health • Health Promotion Agency, Northern Ireland – Involved in Phase 1 –remit was transferred to Public Health Agency
  6. 6. Agency Partnership Challenges Time - longer decision making processes, timeline coordination Integration and maximisation of networks – long term goal Restructuring of agencies
  7. 7. Retailers Point of sale - important influence on food choices successful pilot with Tesco in 2007 with safefood’s ‘superfoods’ campaign In 2008/9 safefood contacted 11 major retailers •4 engaged in dialogue •0 agreed to collaborate
  8. 8. Retailers Reasons for declining •Lack of FREE space in store •Running own healthy eating campaigns •Planning 10-12 months ahead – no room for other activities •Cost “in process of reducing costs and stripping out „desirable‟ activity versus „essential‟ given the current economic climate. ... I am going to have to reject it as it would be viewed as „desirable‟”
  9. 9. Communities
  10. 10. Communities •Talked to parents/guardians across social class •Distributed materials through community groups “An expert not living in the real world” (Parent, April 2009) “Yeah well I’m not thinking in the long term, I’m just trying to get by day by day” (Parent, March 2010) Time - building relationships – can’t just throw material at them – need involvement/feedback
  11. 11. Partnership •Essential •Huge potential •More time consuming •Builds on strengths •Consistent voice and messages Partnership for Little Steps will be independently evaluated in 2010

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