Laya healthcare Super Troopers presentation, Lorraine Walsh
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Lorraine Walsh presented on Laya Healthcare's CSR programme called "Super Troopers with Laya Healthcare". The programme aimed to address childhood obesity by engaging teachers, families, and friends to instill long-term healthy habits in children. It involved developing a unique "health homework" programme for primary schools that focused on physical activity, nutrition, and wellbeing. An initial pilot in 330 schools with 60,000 children was successful, showing increases in children's daily activity levels, fruit/vegetable consumption, and time spent playing with families. The programme also achieved its objectives of growing reach, generating publicity, and increasing brand recognition for Laya Healthcare.
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Laya healthcare Super Troopers presentation, Lorraine Walsh
- 1. PRESENTED BY: Lorraine Walsh Head of Marketing, Laya Healthcare CSR Programme
- 2. Today… Scene Setting & Insights Strategy Super Troopers with Laya Healthcare Campaign Objectives Campaign Execution Key Results
- 3. Scene Setting & Insights
- 4. Growing concerns around childhood obesity As an insurer committed to preventative health, we want to help interrupt this cycle Our target audience is: 25-44 year old females Opportunity to bring our promise of ‘looking after you always’ to life Scene Setting & Insights
- 5. Research told us who the biggest influencers are in a child’s life Early intervention helps instill long-term positive change in habits and behaviours Scene Setting & Insights
- 6. Strategy
- 7. Strategy Strategy Engage and connect with the biggest influencers in a child’s life Teachers Family Friends
- 8. Strategy Strategy Engage in a memorable and FUN way that boosts awareness and participation Be the first health insurer to deliver a bespoke health and wellbeing experience within a nation-wide primary school setting Maximise buy-in and participation by involving teachers
- 9. Strategy Strategy Deliver a CSR programme that is committed to long-term change in attitudes towards healthy eating, well-being and exercise Ensure the campaign is in-sync with our personality and values Leverage wider sponsorship assets
- 10. Super Troopers with Laya Healthcare
- 11. Super Troopers with Laya HealthcareIreland’s 1st ‘health homework’ programme
- 12. A unique programme for primary school children developed by teachers for teachers, in collaboration with Real Nation Built on three pillars – Physical Activity, Nutrition and Wellbeing Treat physical activity with the same importance as traditional homework Initially piloted in 330 schools with 60,000 children Super Troopers with Laya Healthcare
- 13. Optimised to work within the current educational framework and curriculum: Recognises opportunity and void between school and home Addresses schools’ appetite for a sustainable programme around physical activity Measurable – regular feedback from parents and teachers More than a brand sponsorship - long term CSR commitment Super Troopers with Laya Healthcare
- 15. Measureable Impact Grow the Reach Publicity Recognition Brand Awareness Campaign ObjectivesCampaign Objectives Brand Benefit Measureable Impact Grow the Reach Publicity Recognition
- 17. Activity Journal Simple exercises Family Wall Chart Parent Letter Measurement Surveys Campaign Execution Programme Materials
- 18. Super Troopers has backing of leading experts, delivering additional credibility and validity among teachers and parents and maximising launch publicity Dr. Fiona Chambers Director of Sports Studies and Physical Education, UCC Brian Smyth Junior Rugby Development Coach David Coleman Clinical psychologist and parenting expert Campaign Execution Expert Ambassadors
- 19. David Coleman, Child Psychologist Super Troopers with Laya Healthcare
- 20. National launch photo call Testimonials and case studies of participating schools and families Expert comment from sports and psychology experts Campaign Execution Public Relations – Media Engagement
- 22. Super Troopers Media Drop containing campaign assets sent to key media Campaign Execution Public Relations: Media Engagement
- 24. Leveraged existing sponsorship assets – Laya healthcare’s City Spectacular Presence at Dublin and Cork with OTS of 250,000 Generated mainstream awareness among our target audience Boost for recruitment Sponsored presence at the Irish Primary Principal’s Network (IPPN) conference Campaign Execution Leverage Sponsorships
- 25. Comprehensive calendar of content on Facebook and Twitter Boosted school registrations Dynamic video content ‘Get In The Game’ Facebook Competition amplified via TodayFM Campaign Execution Social Media
- 26. Bespoke Super Troopers website launched with tailored content and support for children, parents and teachers Campaign Execution Digital Amplification
- 27. Key Results
- 28. 94% of parents and 88% of teachers agree physical activity homework is a good idea 84% of parents enjoy taking part in Super Troopers 75% of teachers said the programme encourages a link between home and school 71% of teachers and 70% of parents confirmed an increase in children’s daily activity levels 66% of teachers reported having fun with their class doing the activities Key ResultsKey Results confirmed an increase in children’s daily activity levelsreported having fun with their class doing the activities Meeting Our Objectives – Measurable Impact
- 29. 64% of children are drinking more water 55% teachers have used the Super Troopers Activity Journal in PE lessons 55% of parents said children are eating more fruit and veg 49% of children now spend more time playing games with their families 25% of teachers observed increased concentration levels Key Results are drinking more water have used the Super Troopers Activity Journal in PE lessons said children are eating more fruit and veg now spend more time playing games with their families observed increased concentration levels Key Results Meeting Our Objectives – Measurable Impact
- 30. 64% of children are drinking more water 55% teachers have used the Super Troopers Activity Journal in PE lessons 55% of parents said children are eating more fruit and veg 49% of children now spend more time playing games with their families 25% of teachers observed increased concentration levels Key ResultsKey Results Meeting Our Objectives – Grow The Reach
- 31. 64% of children are drinking more water 55% teachers have used the Super Troopers Activity Journal in PE lessons 55% of parents said children are eating more fruit and veg 49% of children now spend more time playing games with their families 25% of teachers observed increased concentration levels Key ResultsKey Results Meeting Our Objectives – Publicity
- 32. 64% of children are drinking more water 55% teachers have used the Super Troopers Activity Journal in PE lessons 55% of parents said children are eating more fruit and veg 49% of children now spend more time playing games with their families 25% of teachers observed increased concentration levels Key ResultsKey Results Meeting Our Objectives – Recognition
- 33. 64% of children are drinking more water 55% teachers have used the Super Troopers Activity Journal in PE lessons 55% of parents said children are eating more fruit and veg 49% of children now spend more time playing games with their families 25% of teachers observed increased concentration levels Key ResultsKey Results Meeting Our Objectives – Recognition
- 34. Thank You