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NHS CampaignsNHS Campaigns

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Welfare food scheme established 1940Welfare food scheme established 1940

Milk or formula milk only and vitamin supplementsMilk or formula milk only and vitamin supplements

Milk tokens – clinics selling milk etcMilk tokens – clinics selling milk etc

Reviewed 1999Reviewed 1999

Gaps in provision of wider nutritional benefitsGaps in provision of wider nutritional benefits

No incentive to breastfeed amongst those on WFSNo incentive to breastfeed amongst those on WFS

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Consultation 2002Consultation 2002

Proposals to increase benefits of the scheme on 3 Proposals to increase benefits of the scheme on 3

PointsPoints

1.1. Broaden foods availableBroaden foods available

2.2. Greater access through fixed value vouchersGreater access through fixed value vouchers

3.3. Greater linkages with NHS professionalsGreater linkages with NHS professionals

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Launched via phased implementation 28Launched via phased implementation 28 thth November 2005 in Devon and CornwallNovember 2005 in Devon and Cornwall

Ran for one year before National roll outRan for one year before National roll out

Initial evaluation - benefitsInitial evaluation - benefits

2727thth November 2006 national launch November 2006 national launch

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Who is entitled?Who is entitled?

What does it mean for clients?What does it mean for clients?• Targeted at those on low incomesTargeted at those on low incomes• Mothers under 18 when pregnantMothers under 18 when pregnant

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What is it worth?What is it worth?

• £3.10 whilst pregnant£3.10 whilst pregnant• Doubles after the baby is born for the 1Doubles after the baby is born for the 1stst year year• Paid per child up to the age of 4Paid per child up to the age of 4• Increased annuallyIncreased annually• Vouchers can be used on fresh milk, infant Vouchers can be used on fresh milk, infant

formula, fresh fruit and vegetables (not tinned or formula, fresh fruit and vegetables (not tinned or frozen)frozen)

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What could you buy?What could you buy?

Using an online supermarket, how could a client Using an online supermarket, how could a client spend their voucher to make a healthy meal?spend their voucher to make a healthy meal?

What else would they need to add?What else would they need to add?

Vouchers: Vouchers:

£3.10 (pregnant) or £6.20 (baby under 1)£3.10 (pregnant) or £6.20 (baby under 1)

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VitaminsVitamins

WomenWomen

Entitled to vitamins during pregnancy and for the Entitled to vitamins during pregnancy and for the first year following pregnancyfirst year following pregnancy

ChildrenChildren

Entitled from birth to their 4Entitled from birth to their 4 thth birthday birthday

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VitaminsVitamins

WomenWomen

Folic Acid and Vitamin DFolic Acid and Vitamin D

ChildrenChildren

Vitamins A, C and DVitamins A, C and D

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VitaminsVitamins

Vitamin D deficiency has become a growing issues Vitamin D deficiency has become a growing issues causingcausing

Rickets in children (legs not being formed correctly) Rickets in children (legs not being formed correctly) and weak bones in later lifeand weak bones in later life

Sunlight helps us make Vitamin D but most adults in Sunlight helps us make Vitamin D but most adults in the UK are deficientthe UK are deficient

Low take-up of the vitamins compared to vouchersLow take-up of the vitamins compared to vouchers

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Choosing Health White paper - 2004

Strategy on tackling key health issues

Using media campaigns effectively

Launched 2008

Links to existing health messages

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Social Marketing campaign targeting each part of the campaign to a different part of the audience – how are the kids, snacking etc

Using other partners – including ‘big brands’. The Department for Health is promoting this approach to lead the initiative onwards.

Advertising ‘power’

Media launch

Branding – and sub-branding

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Key Messages

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Walk4Life Play4Life Bike4Life

Other campaigns

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Start4Life

• Campaign launched early 2010

• Behaviours linked to early years including Breastfeeding, delaying introducing solid foods and encouraging families to be more active

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Launched 6 new behaviours:

• Mum’s milk – promoting breastfeeding• Every day counts – reinforcing that every day breastfeeding makes

a difference• No rush to mush – delaying introducing solid foods• Taste for life – eating a variety of healthy foods• Sweet as they are – no adding sugar or giving sweet treats• Baby moves – being active

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• Find out more at• www.healthystart.nhs.uk• www.nhs.uk/change4life• www.nhs.uk/start4life