Food & Health Alliance

Why a focus on physical activity?

Currently children, particularly girls, are not meeting recommended levels of physical activity exacerbated by the fact that 75% of parents in C1C2DE social groups are unaware of the guidelines and risks.

When will the campaign launch and what will it be?

The campaign will launch the week commencing 17th January 2011 for 4 weeks and will be supported by an eight-stop field marketing tour across Scotland, to help demonstrate to people on the ground the types of healthy changes they can easily make to their lifestyle.  It will also include TV, radio and online ads in addition to PR and field support events at a number of shopping centres throughout Scotland.

The tour will visit the following locations over the course of the campaign, starting the week of the advertising launch.

A specially designed Take Life On stage will be toured to these areas, where parents and kids will be encouraged to spin the wheel of activity to find out more about the different types of activities and ways for the family to keep active.

Kids will be invited to take part in the ‘Take Life On’ challenges, such as star jumps, hula hooping, musical statues, hopping, skipping and keepy ups, and there will be giveaways, leaflets and advice on offer.

In addition, this campaign will run a promotion with 13 Morrisons stores in priority areas across Scotland, where there will be a strong campaign presence at store entrances, with promotional staff talking to customers about the campaign, distributing information and signposting them to relevant areas in store.  

• Alloa – Thursday 20 January
• Cardonald – Friday 21 January
• Anniesland – Saturday 22 January
• Partick – Sunday 23 January
• Airdrie – Wednesday 26 January
• Bellshill – Thursday 27 January
• Granton – Friday 28 January
• Dunoon – Saturday 29 January
• Greenock – Sunday 30 January
• Peterhead – Thursday 3 February
• Dundee – Friday 4 February
• Ferry Road, Edinburgh – Saturday 5 February
• Auchinlea, Glasgow - Sunday 6 February

As part of the campaign, Morrisons and Take Life On will together be offering customers local to these priority stores free fruit offers and providing Money Off Next Purchase (MONP) vouchers for a range of healthier products that relate to healthy meal solutions that the campaign highlights through the TLO recipe cards that we previously produced.  

Morrisons will also be installing a ‘wellness machine’ in four of its stores (Granton Edinburgh, Ferry Rd Edinburgh, Peterhead and Dundee) which are monitors that allow customers to give themselves a health check, which they can then re-visit to monitor their weight and body mass index.

Morrisons will conduct a door to door leaflet drop in local areas, which will include an introduction from the individual store manager, the key messages of the campaign, some of the healthy recipe solutions which are outlined in the Take Life On recipe cards, the free fruit giveaway voucher as well as the MONP vouchers on the back page of the booklet. 

What can I do?

The stakeholder pack contains a campaign outline, field marketing programme, hints and tips and collateral to help you and your organisation get involved in this important campaign.  This is attached below.

Aims of the campaign

This activity aims to contribute to both the Obesity Route Map and the national indicator “reduce the rate of increase in the proportion of children with their Body Mass Index outwith a healthy range by 2018".