Change4Life Sugar Smart - Microsoft



Change4Life Sugar SmartSocial media toolkit - Schedule Week 5 – W/C 01 FebruaryFebruary 2016 SOCIAL MEDIA CAMPAIGN OVERVIEW On 4 January, the campaign will launch with television, radio, digital and outdoor advertising, with support from a national PR and social media campaign.The social media launch will comprise of the following elements: New video content ‘SugarBoy’ which shows a five-year-old boy made out of 5,543 sugar cubes (representing the amount of sugar cubes that the average child consumes each year), to raise awareness of the health harms that too much sugar does to children’s bodies now and in the futureActivity to promote our new Sugar Smart app, a barcode-scanning tool that families can use to help them understand how much sugar is in everyday food and drink, and allow them to make lower-sugar choicesFollowing the launch, there will be a drumbeat of social media activity to engage and educate parents over the following weeks with the aim of motivating them to make the changes they need to cut down on their sugar consumption. This document will be updated week by week with the upcoming themed messaging.The following assets and content will be employed during January and February by Change4Life:January content: SugarBoy - New video content ‘SugarBoy’ which shows a five-year-old boy made out of 5,543 sugar cubes (representing the amount of sugar cubes that the average child consumes each year), to raise awareness of the health harms that too much sugar does to children’s bodies now and in the futureTalent-led mini series ‘Introducing the Sugar Smart app’ – This is the first in the new mini series of video content, presented by a celebrity mum, Jamelia, alongside Amanda Ursell, a well-known nutritionist. These videos will be posted on the Change4Life Facebook page, Change4Life YouTube channel, NHS Choices Video Gallery and Instagram. Each edit is available for social and will cover:Introducing the Sugar Smart app - celebrity mum and nutritionist using the appSweet tricks – providing advice to mums to help them become aware of sugar consumptionSugar Substitutes – helpful Sugar Swaps for mums to reduce family’s sugar consumptionChannel Mum – a mini diary following a mummy vlogger for five days, looking at how she uses the Sugar Smart app to make healthier choices. The videos will provide guidance on using the app, use around the home and when shopping. This will show both children and mum using the app and will encourage repeat use throughout the week. Please note that this is different to the Channel Mum activity outlined in the PR section of the toolkitReading Mums – mini video series following the mums who took part in the Reading University Sugar Swaps Challenge in January 2015 to reduce their sugar consumption. The videos will follow up with the mums one year on to see whether they have made long-term changes to their diets. Please note that the mums are not all based in Reading and there may be case studies from your area available for local media. Please email Change4Lifepressoffice@ for further detailsApp stop motion – a series of five videos about the new Sugar Smart app and how to use itFAQ videos – a number of videos answering FAQs about the app and the topic of sugar consumption. The videos will feature Jamelia and Amanda answering common questions to parents. Example questions: ‘How do I use the app?’, ‘Why does that app talk about sugar cubes and not teaspoons?’, ‘How can I get my kids to change from the foods they love that are too high in sugar?’Understanding sugar GIFs – a series of short looping graphics focused on explaining some key stats and facts around sugar, with a particular focus on the recently-updated government guidelinesFebruary content: Channel Mum – a collection of trusted mummy vloggers will tackle sugar myths and challenges through the social platform. This activity will mirror the talent-led mini series but will feature real mums rather than a celebrityThe purpose of all social activity throughout Change4Life Sugar Smart will be:Drive app downloadDrive repeat app useDrive traffic to the campaign websiteGenerate reappraisal of sugar by parents The social media calendar will have a weekly theme, including:W/c 4 January – App launchW/c 11 January – Drinks W/c 18 January – Breakfast W/c 25 January – After school snacks (available week before on CRC)W/c 1 February – Puddings (available week before on CRC)The content has been clearly labelled in the toolkit to match the assets available for download on the PHE Campaign Resource Centre: SUGAR SMART ACTIVITY TIMELINETo help us reach as many people as possible it would be great if you could be a part of the campaign by disseminating the key information through your own social media channels. Content will be posted from Change4Life across Twitter and Facebook please follow these accounts to keep up-to-date with the latest information:Twitter: Facebook: Campaign hashtag: #SugarSmartWe will provide you with the app videos, graphics, and the FAQs, for you to upload natively to your Facebook and Twitter profiles. The rest of the content is available from our owned channels for you to share. All information and assets needed will be available via the PHE Campaign Resource Centre under the Change4Life Sugar Smart tabs; you will need to sign-in to view these pages. . Before posting, please check that all posts are in line with the campaign key messages which are also available on the Campaign Resource Centre. This schedule will be updated week by week with the upcoming messages. SOCIAL MEDIA KEY DATES Please align your social media posts to the following timeline of activity and assets across the Sugar Smart campaign.January 2016W/c 4 January – Launch weekCampaign launch with SugarBoy video contentStop motion video showcasing Sugar Smart app30’’ TV adMini series with celebrity mum – Introducing the Sugar Smart appW/c 11 January – Drinks weekStop motion video showcasing Sugar Smart app (drinks focus)10’’ TV adW/c 18 January – Breakfast weekStop motion video showcasing Sugar Smart app (breakfast focus)Channel Mum video diary 1 Reading Mums videos 1&2W/c 25 January – Afterschool snacks weekMini series with celebrity mum – Sweet Tricks Stop motion video showcasing Sugar Smart app (snacks focus) 10’’ TV ad – Ninja MumsReading Mums videos 3&4 W/c 1 February – Puddings weekMini-series with celebrity mum – Substituting SugarStop motion video showcasing Sugar Smart app (puddings focus)Channel Mum PR activity (TBC) ASSETS AVAILABLE ON THE CAMPAIGN RESOURCE CENTRE (CRC)VideoImagesSugar Boy video SFVS Delivery ImageSugar Boy video – cut down versionFood Detectives ImageStop motion video - Sugar Smart app launchSophie’s Sugar Smart Day ImageStop motion video - Sugar Smart app drinksSugar Smart Pack ImageStop motion video - Sugar Smart app breakfastCola ScanStop motion video - Sugar Smart app snacksUndercover InvestigationStop motion video - Sugar Smart app puddings5 A Day Juice30’’ TV adSophie’s Choice10” TV ad – CowmumSugar Sophie10” TV ad – Ninja MumSugar TrumpsMini series – Introducing Sugar Smart app5 a DayMini series – Sweet TricksSugary CerealMini series – Substituting SugarSugar Smart PromiseChannel Mum video diary 1Sophie’s Breakfast ChoiceChannel Mum PR activity (TBC)Mega Mushroom ImageReading Mums Breakfast videoLet’s get Sugar Smart imageReading Mums Drink Swaps videoSophie’s Snack ChoiceReading Mums After-school Swaps videoFruit and VegReading Mums Pudding Swaps videoUndercover InvestigationGuidelines videoSugar Trump Win Food Detectives Stop MotionSnack ChoiceAmanda Ursell fruit and veg FAQ videoSugar Smart PackSugar TowersDrop Scone ImageOdd one outSophie’s pudding choiceSugar Smart puddingPudding promiseSOCIAL MEDIA COPYPlease embed all video in your posts or alternatively link to the YouTube channel. <change4life> For help with embedding video please contact partnerships@.uk FacebookTwitterAssetBeing #SugarSmart doesn't mean no more puds! Check out our advice here: []Link: down on sugar doesn't have to mean no more puddings!Mary and Karen have got some great tips for healthier desserts - what are yours?Asset – Reading Mums Pudding Swaps VideoCheck out the recipe for this yummy #SugarSmart crumble here: [][Cherry Berry Crumble image]Asset:Cherry Berry Crumble imageReading Mums Pudding Swaps VideoLink: of people have been asking us about the sugar that's in our fruit and veg. Although they can contain a lot of sugar, you don't need to worry about the sugar in fruit and veg because they contains lots of vitamins, minerals, and fibre. That's why they count towards your 5 A DAY!Find more sugar facts here: [][Amanda Ursell fruit and veg FAQ video]We love this fruity Orange and Sultana Milk Pudding - recipe here: [] [milk pudding image] #SugarSmartAsset:Amanda Ursell fruit and veg FAQ videoLink: GIFAsset:Pudding GIFAll this week, we've been looking extra hard for the sugar lurking in puddings and desserts. What surprises have you spotted?[Let's Get Sugar Smart image]Have you spotted any #SugarSmart surprises this week? Let us know![Let's Get Sugar Smart image]Asset:Let’s Get Sugar Smart imagePlease keep checking the PHE Campaign Resource Centre for Pudding GIFTeacher Facing Posts FacebookTwitterAssetTeachers, help your pupils to be #SugarSmart with our #FoodDetectives resources. Activities like Odd One Out for KS1 can help your pupils make the healthier food choices during the day like pudding time. What do you think is the odd one out? Find out more about this and more KS1 activities from the Change4Life School Zone:Asset – Odd one outLink: your KS1 pupils pick the odd one out with @Change4Life's #FoodDetectives resources – Odd one outLink: : Odd one outLink to: , we have some great equations for your KS2 pupils. How much sugar is in a chilled dessert? What if they had it with cola, how much would that add up to? How much would that take them over their recommended daily sugar limit? Test your pupils with our Sugar Towers activity, part of Change4Life’s KS2 #FoodDetectives Toolkit: Asset – Sugar TowersLink: dessert + cola, test your KS2 pupils' mathematics skills with Sugar Towers Asset – Sugar TowersLink: TowersLink to: your KS1 pupils to be #SugarSmart with Change4Life’s interactive story. Sophie has been asked by her mummy if she would like some pudding? She has the choice of a chilled dessert, or some low fat, low sugar yoghurt with berries. What should Sophie choose? Yoghurt and berries of course! Part of the #FoodDetectives teaching resources; visit the Change4Life School Zone to learn more.Asset – Sophie’s pudding choiceLink: : Sophie’s pudding choiceLink to: Facing Posts FacebookTwitterAssetIt is time for pudding but what is the #SugarSmart choice? Test your knowledge with the Sugar Smart Trumps homework activity for KS1. Look out for it in your child’s book bag, plus Change4Life have some great pudding swap ideas on their website:Asset – Sugar Smart puddingLink to: out your child’s KS1 Sugar Smart Trumps homework. What’s the #SugarSmart choice here?Asset – Sugar Smart puddingLink to: Smart puddingLink to: pudding be putting your child over their recommended daily sugar limit? Why not make a #SugarSmart promise with your child to swap for a lower-sugar pudding. Look out for Change4Life’s KS2 Sugar Smart Promise homework activity in your child’s bookbag.Asset – Pudding promiseParents, help your children make healthier pudding pledges with @Change4Life's KS2 #SugarSmart promise homeworkAsset:Pudding promiseImage:Pudding promiseParents, did you know the #SugarSmart app could help your child with their KS1 or KS2 homework? Download it todayLink: : ................
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