Feb 08, 2019
We’re kicking off our work in 2019 with national partnerships that will help us test new solutions for tackling child obesity in Lambeth and Southwark.
Children in lower-income areas are twice as likely to be obese than children in better off neighbourhoods. These partnerships will test new ideas that can help us shift this inequality as well as change food environments to make it easier for people to access healthy options.
We’ve partnered with international consortium The Consumer Good Forum to test its health and wellness initiative, ‘Collaboration for Healthier Lives’, for the first time in the UK. The ambitious collaboration brings together some of the largest retailers including Tesco and Sainsbury’s, food manufacturers like Danone and more to test ways to move consumers towards healthier shopping baskets. Through a mix of interventions both in-store and online including special signage and promotions on fruit and vegetables, and under the banner ‘One for Good’, the collaboration aims to help customers and employees access healthier options.
Activities will be tested in Lambeth and Southwark, with an academic partner evaluating the impact of the programme. This kind of localised testing hasn’t been done before on this scale and has the potential to reach 600,000 people in the boroughs across 239 retail stores.
Our research highlights the need for a whole-system approach to child obesity, one that addresses the many cues in our environment that impact on eating and exercise. Findings from the Food Foundation also show that 98% of food advertising budgets are spent on promoting unhealthy products. In an attempt to counter this, campaigning initiative Veg Power and ITV have joined forces to create Eat them to defeat them, an ambitious new fruit and veg advertising campaign. The national campaign looks to reach 75% of UK families in an unprecedented effort to change the way the nation thinks and feels about vegetables, with the aim of inspiring the public, especially children, to eat more. Ads are now running through to the end of March 2019 during primetime shows on ITV. We’re supporting the partnership to evaluate the success of the approach. This includes running activities in Lambeth schools to determine whether local activation enhances the national campaign’s effectiveness. Activities will run in the later stages of the campaign and include posters, rewards charts and opportunities for schools to promote veg in assemblies, after school club activities and within class time.
These partnerships signal a great momentum in efforts to tackle child obesity in the capital and complement the work of our child obesity programme on the ground to help us drive greater change in our boroughs. They are part of our 10-year programme on child obesity, which layers initiatives at different scales across our homes, schools and streets to tackle the issue from all angles.
22 June, 2018
A new report, produced by social change design charity Shift to inform our childhood obesity programme, has identified opportunities for environmental changes that could have a positive impact on child obesity at a local level.
25 May, 2018
Last week, the colourful East Street Market in Southwark served as the backdrop for the launch of a new scheme to get families eating more fruit and vegetables, to tackle childhood obesity.
05 February, 2018
The Mayor of London, Sadiq Khan, has begun his search for a Chair and Board members to lead London’s new Child Obesity Taskforce, which we are supporting.