In mid Essex, as is the case across England, there is a
continuing rise in of the number of people who are obese. The local
primary
care trust, NHS Mid Essex, is working with Essex County Council and
others to address these issues. With the Olympics taking place on
its doorstep, they are keen to capture public interest in sport to
inspire local residents to take a renewed interest in their health
and wellbeing.
To achieve this it has developed a 2012 Legacy Plan, part of
which is UpStarts, an ‘Olympic-style’ food and fitness programme
funded by the PCT, designed and delivered by Healthy Living
Solutions Community Interest Company (HLS CIC). The only programme
of its type to be rolled out in the UK to date, UpStarts is being
run in schools that teach children who may have special educational
needs, require alternative education or have been excluded. It
provides pupils with access to a year-long programme of top quality
sport coaching, enabling them to experience what it’s like to train
as an elite athlete and supporting them to become active, reach
their potential and develop their confidence and self esteem. It
also aims to improve health and wellbeing through food and
nutrition classes, helping them learn about cooking and healthy
eating.
Nationally obesity has risen steadily since 1993 and by 2006
23.7% of men and 24.2% of women were obese. More than half of
English adults are now either overweight or obese. If current
trends continue, 33% of men and 28% of women – almost 13 million
adults – will be obese by 2010.
The prevalence of childhood obesity is greatest among those who
live in households where both parents are themselves overweight or
obese. Data suggest that obesity is more prevalent in more deprived
areas.
It has been estimated that the cost of obesity to the NHS is
approximately £4.2 billion and Foresight forecast this will more
than double by 2050.
Working to a strict timeframe and budget, Merchant Healthcare
Marketing coordinated and executed a campaign to help promote
UpStarts as a new approach to help address long term behavioural
change. To reinforce the tie-in with the Olympic theme, former
Olympian and 2012 Essex Ambassador, Steve Cram MBE agreed to be
involved to help promote the scheme both locally and nationally. As
an aspirational sporting hero, Steve Cram would help reinforce the
messages of health and wellbeing.
To add further credibility, Merchant sought Government endorsement
from the Minister for the Olympics, Tessa Jowell. As the first
scheme of its type in the UK, with goals closely linked to the
Government initiatives, Tessa Jowell was keen to celebrate the
scheme. Third party involvement also came from the University of
Essex and local sporting clubs and nutrition organisations
including Ashlyn Organics and the Institute for Optimum
Nutrition.
Having secured strong backing for the launch, Merchant arranged a
press event to coincide with the final road show.
Media materials were drafted and all spokespeople were
fully briefed and prepared in advance. Merchant attended the
event, inviting media to panel briefings, whereby each journalist
was given their own slot to ensure they had sufficient time
and the ability to tailor the interview to meet the needs of their
particular outlet.
Merchant also arranged and managed a press photocall at the event
and sent images to those media who were unable to attend post
event.
The event welcomed local media attention with BBC Radio Essex,
the Essex Chronicle Series, the Essex Enquirer series and the
Maldon and Burnham Standard Series amongst those who attended.
Merchant secured 15 pieces of coverage for the launch of UpStarts,
valued at more than £21,000.
Sue Bayles, Director of HLS CIC, says:
‘We were really pleased with the event management by Merchant. The
team secured media results including print and broadcast coverage.
Our hope is that by maintaining high levels of media awareness, we
can get people talking about UpStarts and encourage the Government
and the 2012 Legacy Team to run the initiative across the whole of
the county and ultimately
across the UK.’
David Freeman, Assistant Director of Communications and Public
Involvement at NHS Mid Essex, added:
‘Merchant’s approach to launching UpStarts was thorough from start
to finish. The results were impressive and have no doubt
helped us move further towards achieving our goal of tackling
issues such as obesity by instilling lifelong positive attitudes
to
health and wellbeing that will be passed down to generations to
come.’