Jenna Hall, programme director, Tesco National Charity Partnership Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Developing and
implementing
campaigns in
partnership
Jenna Hall
Programme Director

2. Today’s key ingredients:
• Overview
• Audience and key messages
• Balancing our reach and impact
• Our results (draft)
• Pulling it all together
• Questions and how to get in contact

3. THE SCALE
OF THE
PROBLEM

4. 4m in the UK living with diabetes
Over 160 amputations every week

5. In the UK there are nearly 200,000 hospital visits each year due to heart attacks
More than one in four people die from CVD in the UK
12 babies are diagnosed with congenital heart disease every day in the UK

6. Overview of the partnership:

7. Key ingredients:
• Key ingredient 1: Agree the parameters at
the very beginning.
• Key ingredient 2: Accept that things may
need to change, but don’t change
everything.
• Key ingredient 3: Put the time into
engaging people well, all of the time.

8. Aims:
The Partnership came together to help families take
small steps to better health.
There were three prevention strands:
• REACH AND INSPIRE: UK-wide
Let’s Do This Campaign and PR
activities.
• ENGAGE & MOTIVATE: Online and
local community programmes.
• SUPPORT AND TRANSFORM: More
intensive, local programmes.
In addition, we worked with all three partners to see how else they could
support the Partnership, and each other’s work.

9. Audience:
Carly (At risk amenables - C6,
Mandy, Leanne (mosaic) Paula
(Sport England)
• I should do a lot more about
my health (66% agree)
• I like to treat myself with foods
that are not good for me
(63.5% agree)
• I don’t care what’s in a ready
meal, as long as it’s cheap and
tastes good (33.2% agree)
• Watching TV is my favourite
pastime (44% agree) People
have to take me as they find
me (77% agree)
Sarah (Restricted mums C2),
Joanne (mosaic) Jackie (Sport
England)
• I should do a lot more about
my health (67% agree)
• I like to treat myself with foods
that are not good for me
(56.3% agree)
• Not enough hours in the day
to do everything (52% agree)
• When I need info, the first
place I go is online (79%
agree)
• I like to try new recipes (76%
agree)

10. Key messages:
Consistent key messages across all of our programmes
enabled us to reinforce the same points across all of
our programmes.
• Move a bit more - increasing everyday activity, especially active travel.
• Eat better- healthier snacks, drinks and portion sizes.

11. Key ingredients:
• Key ingredient 4: Identify where you can add value and
build on existing work.
• Key ingredient 5: Identify which areas of work and style
of approach to avoid.

12. Balancing our reach and impact:
Reach 10 million people
Inspired: to access
information and consider their
health
Engage 500,000 people
Motivated: to take part in
local events and activities and
to set health goals
Support 40,000
Transformed: by participation
in local holiday lunch clubs
and physical activity games.
Intensity of intervention
(low to high)
Size of audience
(high to low)

13. Key ingredients:
• Key ingredient 6: Be prepared to do things no partner has done
before, but stick to it, especially when it’s hard.
• Key ingredient 7: Be aware of the priorities and cultures of the
individual partners, but be clear on your aims and objectives.

14. Our Results:

15. Our Results

16. Our Results:
Our programmes have supported inactive people to
become more active and families to eat more fruit and
vegetables and to manage their food budget better.
The Partnership came together to help families take small steps to
better health. To do this we:
• Raised over £25m, including around £17m from Stores.
• Reached around 43m people with healthy lifestyle messages
around physical activity and healthy eating
• Engaged over 1.25m people through our prevention programmes,
including digital products, community events and local activities.
• Supported over 280,000 people living in areas of deprivation to
access our more intensive programmes, Beat the Street and our
Make, Move and Munch Clubs.
• And much, much more besides.

17. Let’s Do This Campaign
o Included LDT website, 8 Week challenge and social
media feeds (Facebook, Twitter, Instagram)
o 360 bursts with content focused on small steps to
better health
 Healthy eating tips and recipes
 Case studies
 Get active tips
o Most popular content:
1) The Let’s Do This 8 Week Challenge in 5 easy steps
2) Hints to help you exercise at home
3) Fit walking into your daily life

18. 8 Week Challenge
o Online product to help users set and achieve goals
o Healthy eating and get active goals
o 55,811 users
o 295,613 goals set
o 65% success rate for everyday/healthy eating goals
o Monthly variations due to PR/ marketing activity
o Reported weight loss – 3.4kg per person

19. Hands on Healthy Eating
o Two week campaign to raise awareness of what constitutes a
portion of fruit or veg
o Community outreach in five areas of the UK :
- Belfast, Conwy, Glasgow, Lewisham, Sheffield
o Call to action – set a goal to get your five a day
o 19,270 people engaged with activities
o Digital content repurposed for LDT website
o PR support – 4 national pieces
o Resulted in a 10% increase in healthy eating goals set that month

20. Key ingredients
• Key ingredient 8: Be prepared to build in new activity at a late
stage when an opportunity presents itself – especially when
another one has been paused.

21. Added value
• Colleague Health Month
 Checks and wellness kiosks
 Free fruit
 Healthier canteen meals
 Health information
 Million Miles
• Customer Health Month
 Healthier swaps
 Free fruit and more besides
• Reformulation
• Free health checks in pharmacies
• Great Tesco Walk
• The BHF and DUK have received vital funds to invest in research
programmes, packages of support for young people living with Type 1
diabetes, growth of the care line and much more besides.

22. Key ingredients 1 + 2 + 3 + 4 + 5 + 6 + 7 + 8,
Together with a keen eye on opportunities to add value…
can lead to a truly strategic partnership,
that builds on what has gone before
and prepares all organisations
for whatever comes next…
To sum up

23. What happens next?
“Little Helps to Healthier
Living” is a partnership with:
• British Heart Foundation
• Cancer Research UK
• Diabetes UK
Over the next five years the
new partnership will help to
reduce the risk of heart and
circulatory disease, cancer and
Type 2 diabetes.
Tesco is continuing to support their customers and
colleagues to live healthier, active lives.

24. Thank you.
Over to you, any questions?

25. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

26. 25 January 2018
Seminar
London
#CCpartnerships
Boost your
communications with
effective partnerships