1 NHS Campaigns

2 Welfare food scheme established 1940 Milk or formula milk only and vitamin supplements Milk tokens – clinics selling milk etc Reviewed 1999 Gaps in provision of wider nutritional benefits No incentive to breastfeed amongst those on WFS

3 Consultation 2002 Proposals to increase benefits of the scheme on 3 Points 1.Broaden foods available 2.Greater access through fixed value vouchers 3.Greater linkages with NHS professionals

4 Launched via phased implementation 28 th November 2005 in Devon and Cornwall Ran for one year before National roll out Initial evaluation - benefits 27 th November 2006 national launch

5 Who is entitled? 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

6 What is it worth? £3.10 whilst pregnant£3.10 whilst pregnant Doubles after the baby is born for the 1 st yearDoubles after the baby is born for the 1 st 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 formula, fresh fruit and vegetables (not tinned or frozen)Vouchers can be used on fresh milk, infant formula, fresh fruit and vegetables (not tinned or frozen)

7 What could you buy? Using an online supermarket, how could a client spend their voucher to make a healthy meal? What else would they need to add? Vouchers: £3.10 (pregnant) or £6.20 (baby under 1)

8 Vitamins Women Entitled to vitamins during pregnancy and for the first year following pregnancy Children Entitled from birth to their 4 th birthday

9 Vitamins Women Folic Acid and Vitamin D Children Vitamins A, C and D

10 Vitamins Vitamin D deficiency has become a growing issues causing Rickets in children (legs not being formed correctly) and weak bones in later life Sunlight helps us make Vitamin D but most adults in the UK are deficient Low take-up of the vitamins compared to vouchers

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12 Choosing Health White paper Strategy on tackling key health issues Using media campaigns effectively Launched 2008 Links to existing health messages

13 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

14 Key Messages

15 Walk4Life Play4Life Bike4Life Other campaigns

16 Start4Life Campaign launched early 2010 Behaviours linked to early years including Breastfeeding, delaying introducing solid foods and encouraging families to be more active

17 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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