Children: Healthy growth, healthy weight every child grows up eating well and enjoying being active. Parents will have the knowledge and confidence to make this happen – including as many mothers breastfeeding as possible – and will be supported by schools, children’s centres, health and other services, all promoting healthy weight early prevention of weight problems to avoid the ‘conveyor -belt’ effect into adulthood

Background CYP Healthy Weight strategy & action plan agreed 07/08 LAA target: NI56 obesity rates in Year 6 (as measured by NCMP) Healthy weight by ensuring healthy growth through pregnancy, infancy, childhood and through to adolescence

Parental obesity

Progress so far Pregnancy & Infancy –Review of advice/resources, Healthy Start, Vitamins, healthy weaning, Start4Life, Breastfeeding, MEYS Early Years –Healthy Child Programme, HEYS, active play School Years –NHSP, school meals, healthy lunchboxes, increased PE, school travel, family programmes

Renewed promotion Increased uptake of vouchers Increased uptake of vitamins More distribution centres Vitamins now available to purchase

Breastfeeding Baby Friendly accreditation Piloting breastfeeding support service Increased volunteer peer supporters Launched Worcestershire Welcomes Breastfeeding Initiation rates from 64% to 73% Rates at 6-8 week from 36% to 42%

Start4Life Offers latest evidence based advice on nutrition and activity for babies. Key messages Promotes breastfeeding Timely weaning Gives advice to prevent fussy eaters Avoiding a sweet tooth Promoting early activity

Action Plan Review 10/11 promote healthy maternal and paternal pre-conception weight reduce maternal obesity further improve breastfeeding rates promote healthy weaning and timely introduction of solids implement and maintain “healthy settings” promote healthier food choices among children and young people encourage and promote physical activity roll out staff training and development implement a variety of healthy weight programmes (prevention & weight management) improve data collection and evaluation achieve consistency of messages and resources utilising Change4Life materials

Society-wide movement aims to prevent people from becoming overweight by encouraging them to eat well and move more Parents unaware of link between obesity and preventable illness/diseases People will only change behaviour if they believe those all around are changing Aims to build awareness about what families can do to live healthier lifestyles without condemning existing habits or beliefs Promotes evidence based realistic and achievable behaviour changes in a language parents relate to

8 easy ways to change4life

Why join in the movement? Change4Life is now an established brand 60% of all adults recognise Change4Life 82% of mums have heard of Change4Life 79% of mums now recognise the link between poor diet and lack of exercise and diseases extensively researched, up to date and expert reviewed diet and physical activity behaviours for both children and adults grouped as palatable swaps available, developed resources

Lets all adopt and spread Change4Life All sectors become partners and supporters –Business, CVS, NHS, LAs, Schools, Leisure Endorse –toolkits, posters, leaflets Join – register as partner/supporter Brand – use logos, resources Share – network, key messages, newsletters Commission – develop or commission services & events using insights