1) The document discusses a 2.5 year partnership campaign called "Little Steps" aimed at addressing obesity through healthy eating and physical activity.
2) It outlines the campaign messages and advertising approaches used from 2008-2010 including TV, radio, online, outdoor and direct marketing.
3) Partners included state agencies, retailers and community groups. Challenges included longer decision making with agencies and lack of engagement from retailers due to costs and own campaigns.
4) Work with community groups highlighted the need for involvement over time to change mindsets rather than just distributing materials.
5) Partnership was deemed essential to build on strengths but also time consuming - the campaign partnership would
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
4. Partnership
Retailers
State
Communities
Agencies
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. Agency Partnership
Challenges
Time - longer decision making processes, timeline
coordination
Integration and maximisation of networks – long term
goal
Restructuring of agencies
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. 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‟”
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
