Campaign overview - .NET Framework



Campaign overview Change4Life Sugar Smart campaign January 2016Please note that the information in this document is strictly rmation about the Sugar Smart campaign should not be shared until 4 January 2016. Executive summary On 4 January 2016, Change4Life is launching a new campaign to encourage families to cut back on sugar. The campaign will reveal the surprising amounts of sugar in everyday food and drinks and will encourage families to take control and protect their children from the dangers of having too much sugar by becoming ‘Sugar Smart'. January 2015 saw 410,000 families sign-up to the Sugar Swaps campaign to reduce their sugar consumption through making simple swaps to their diets. This year, Change4Life will build on that success by equipping mums and dads with everything they need to take control of sugar and find healthier alternatives. The campaign will communicate the new government recommendations on the maximum amount of sugar we should be having each day and will promote the new Sugar Smart app, which is free and designed to show how much total sugar is in everyday food and drinks.As with previous Change4Life campaigns, the core audience for Sugar Smart is parents of children aged 5-11 from lower socioeconomic groups, and those who influence them. TV, digital and outdoor advertising, updated web content PR and social media campaign will all play key roles in the Change4Life campaign.Campaign supportWe hope to get everyone in the country talking about the Change4Life Sugar Smart campaign and aware of the importance of reducing sugar in children’s diets.The following documents containing further information on the campaigns will be made available to you between now and the end of February. Please check the Campaign Resource Centre for updates regularly: Campaign overview Long and short copy Facts and statisticsPress releases Social Media toolkit and posts/tweetsGuidance on recruiting PR case studiesWe would encourage you to follow @Change4Life and the Change4Life Facebook page and share relevant content across from channels throughout the campaign. Campaign overview4 January 2016:Advertising: The campaign will launch with television, digital and outdoor advertising, updated web content and with support from a national PR and social media campaign and roadshows throughout England. Please see the advertising overview on the Campaign Resource Centre for more detail. Launch story: News story focusing on the amount of sugar consumed by children each year and the associated serious health harms of consuming too much sugar. A radio morning will be held to discuss the story/ launch of the campaign in more detail. A launch press release will be available on the Campaign Resource Centre.Sugar Boy film: Shocking new ‘SugarBoy’ video content will visualise the statistic that the average 4-10 year old child consumes 5,543 sugar cubes each year – more than the weight of an average five-year-old child. The film content shows a five-year-old boy made out of sugar cubes, to raise awareness of the health harms that too much sugar does to children’s bodies now and in the future which include becoming overweight, tooth decay, some cancers and heart disease. The video will be available via the PHE YouTube before 4 January 2016. Please use the embedded YouTube links as much as possible, rather than sharing the actual video files, to drive as many hits on the website and YouTube channel.Sugar Smart Packs: Five million Sugar Smart packs will be given away free via primary schools, retailers and local authorities to support families to eat less sugar. Schools: Change4Life will be providing teachers with resources and ideas for including healthy eating messages across the curriculum, following the Food Detectives lesson plans, which will be available from 4 January 2016. Sugar Smart app: Change4Life will launch a new Sugar Smart app to help parents see how much sugar there is in everyday food and drink. The free app works by scanning the barcode of products and revealing the amount of total sugar it contains in cubes and grams. It can be downloaded by searching ‘Change4Life Sugar Smart’ on the Apple app store or on Google Play for Android phones. January 2016:The following assets and content will be provided during January to further promote the Change4Life campaign:Talent led mini series – Jamelia, celebrity mum, and mum of two, will appear in three Sugar Smart mini videos, alongside nutritionist Amanda Ursell. These will feature on the Change4Life website and social media channels and will cover three topics: Sugar Smart app Sweet tricks Substituting Sugar Regional launch events – nine events will be held during January with local chefs attending schools to challenge children to identify sugar content of everyday foods, and help offer tips and prepare lower sugar alternatives. When the activities are confirmed, this document will be updated with the relevant dates and locations. Experiential roadshow dates – There will be 25 Change4Life Sugar Smart roadshows taking place across the country from January to March. The roadshows will feature an oversized version of a smartphone running the new Sugar Smart app. Crowds will be able to see the app in action and scan items from their shopping trollies to find out how many sugar cubes the item contains. When confirmed, this document will be updated with the relevant dates and locations.February 2016:Channel Mum – a collection of mummy vloggers will tackle sugar myths and challenges through the Channel Mum social platform. This content will be live from 1 February 2016 Experiential roadshow dates – Further Sugar Smart roadshows taking place. When confirmed, this document will be updated with the relevant dates and locations.Materials to help you promote the Change4Life campaigns at a local level are now available from our Campaign Resource Centre and additional materials will continue to be uploaded so please check the site regularly for updates. If you have any queries on any of the above, please contact partnerships@.uk- ends - ................
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