Change4Life Sugar Smart
Social media toolkit - Schedule Week 5 – W/C 01 February
February 2016
SOCIAL MEDIA CAMPAIGN OVERVIEW
On 4 January, the campaign will launch with television, radio, digital and outdoor advertising, with support from a national PR and social media campaign.
The social media launch will comprise of the following elements:
New video content ‘SugarBoy’ which shows a five-year-old boy made out of 5,543 sugar cubes (representing the amount of sugar cubes that the average child consumes each year), to raise awareness of the health harms that too much sugar does to children’s bodies now and in the future
Activity to promote our new Sugar Smart app, a barcode-scanning tool that families can use to help them understand how much sugar is in everyday food and drink, and allow them to make lower-sugar choices
Following the launch, there will be a drumbeat of social media activity to engage and educate parents over the following weeks with the aim of motivating them to make the changes they need to cut down on their sugar consumption. This document will be updated week by week with the upcoming themed messaging.
The following assets and content will be employed during January and February by Change4Life:
January content:
SugarBoy - New video content ‘SugarBoy’ which shows a five-year-old boy made out of 5,543 sugar cubes (representing the amount of sugar cubes that the average child consumes each year), to raise awareness of the health harms that too much sugar does to children’s bodies now and in the future
Talent-led mini series ‘Introducing the Sugar Smart app’ – This is the first in the new mini series of video content, presented by a celebrity mum, Jamelia, alongside Amanda Ursell, a well-known nutritionist. These videos will be posted on the Change4Life Facebook page, Change4Life YouTube channel, NHS Choices Video Gallery and Instagram. Each edit is available for social and will cover:
- Introducing the Sugar Smart app - celebrity mum and nutritionist using the app
- Sweet tricks – providing advice to mums to help them become aware of sugar consumption
- Sugar Substitutes – helpful Sugar Swaps for mums to reduce family’s sugar consumption
Channel Mum – a mini diary following a mummy vlogger for five days, looking at how she uses the Sugar Smart app to make healthier choices. The videos will provide guidance on using the app, use around the home and when shopping. This will show both children and mum using the app and will encourage repeat use throughout the week. Please note that this is different to the Channel Mum activity outlined in the PR section of the toolkit
Reading Mums – mini video series following the mums who took part in the Reading University Sugar Swaps Challenge in January 2015 to reduce their sugar consumption. The videos will follow up with the mums one year on to see whether they have made long-term changes to their diets. Please note that the mums are not all based in Reading and there may be case studies from your area available for local media. Please email for further details
App stop motion – a series of five videos about the new Sugar Smart app and how to use it
FAQ videos – a number of videos answering FAQs about the app and the topic of sugar consumption. The videos will feature Jamelia and Amanda answering common questions to parents. Example questions: ‘How do I use the app?’, ‘Why does that app talk about sugar cubes and not teaspoons?’,‘How can I get my kids to change from the foods they love that are too high in sugar?’
Understanding sugar GIFs – a series of short looping graphics focused on explaining some key stats and facts around sugar, with a particular focus on the recently-updated government guidelines
February content:
Channel Mum – a collection of trusted mummy vloggers will tackle sugar myths and challenges through the social platform. This activity will mirror the talent-led mini series but will feature real mums rather than a celebrity
The purpose of all social activity throughout Change4Life Sugar Smart will be:
Drive app download
Drive repeat app use
Drive traffic to the campaign website
Generate reappraisal of sugar by parents
The social media calendar will have a weekly theme, including:
W/c 4 January – App launch
W/c 11 January – Drinks
W/c 18 January – Breakfast
W/c 25 January – After school snacks (available week before on CRC)
W/c 1 February – Puddings (available week before on CRC)
The content has been clearly labelled in the toolkit to match the assets available for download on the PHE Campaign Resource Centre:
SUGAR SMART ACTIVITY TIMELINE
To help us reach as many people as possible it would be great if you could be a part of the campaign by disseminating the key information through your own social media channels.
Content will be posted from Change4Life across Twitter and Facebook please follow these accounts to keep up-to-date with the latest information:
Twitter:
Facebook:
Campaign hashtag: #SugarSmart
We will provide you with the app videos, graphics, and the FAQs, for you to upload natively to your Facebook and Twitter profiles.
The rest of the content is available from our owned channels for you to share.
All information and assets needed will be available via the PHE Campaign Resource Centre under the Change4Life Sugar Smarttabs; you will need to sign-in to view these pages.
Before posting, please check that all posts are in line with the campaign key messages which are also available on the Campaign Resource Centre. This schedule will be updated week by week with the upcoming messages.
SOCIAL MEDIA KEY DATES
Please align your social media posts to the following timeline of activity and assets across the Sugar Smart campaign.
January 2016
W/c 4 January – Launch week
Campaign launch with SugarBoy video content
Stop motion video showcasing Sugar Smart app
30’’ TV ad
Mini series with celebrity mum – Introducing the Sugar Smart app
W/c 11 January – Drinks week
Stop motion video showcasing Sugar Smart app (drinks focus)
10’’ TV ad
W/c 18 January – Breakfast week
Stop motion video showcasing Sugar Smart app (breakfast focus)
Channel Mum video diary 1
Reading Mums videos 1&2
W/c 25 January – Afterschool snacks week
Mini series with celebrity mum – Sweet Tricks
Stop motion video showcasing Sugar Smart app (snacks focus)
10’’ TV ad – Ninja Mums
Reading Mums videos 3&4
W/c 1 February – Puddings week
Mini-series with celebrity mum – Substituting Sugar
Stop motion video showcasing Sugar Smart app (puddings focus)
Channel Mum PR activity (TBC)
ASSETS AVAILABLE ON THE CAMPAIGN RESOURCE CENTRE (CRC)
Video / ImagesSugar Boy video / SFVS Delivery Image
Sugar Boy video – cut down version / Food Detectives Image
Stop motion video - Sugar Smart app launch / Sophie’s Sugar Smart Day Image
Stop motion video - Sugar Smart app drinks / Sugar Smart Pack Image
Stop motion video - Sugar Smart app breakfast / Cola Scan
Stop motion video - Sugar Smart app snacks / Undercover Investigation
Stop motion video - Sugar Smart app puddings / 5 A Day Juice
30’’ TV ad / Sophie’s Choice
10” TV ad – Cowmum / Sugar Sophie
10” TV ad – Ninja Mum / Sugar Trumps
Mini series – Introducing Sugar Smart app / 5 a Day
Mini series – Sweet Tricks / Sugary Cereal
Mini series – Substituting Sugar / Sugar Smart Promise
Channel Mum video diary 1 / Sophie’s Breakfast Choice
Channel Mum PR activity (TBC) / Mega Mushroom Image
Reading Mums Breakfast video / Let’s get Sugar Smart image
Reading Mums Drink Swaps video / Sophie’s Snack Choice
Reading Mums After-school Swaps video / Fruit and Veg
Reading Mums Pudding Swaps video / Undercover Investigation
Guidelines video / Sugar Trump Win
Food Detectives Stop Motion / Snack Choice
Amanda Ursell fruit and veg FAQ video / Sugar Smart Pack
Sugar Towers / Drop Scone Image
Odd one out
Sophie’s pudding choice
Sugar Smart pudding
Pudding promise
SOCIAL MEDIA COPY
Please embed all video in your posts or alternatively link to the YouTube channel.
For help with embedding video please contact
Facebook / Twitter / AssetBeing #SugarSmart doesn't mean no more puds! Check out our advice here:
[ / Link:
Cutting down on sugar doesn't have to mean no more puddings!
Mary and Karen have got some great tips for healthier desserts - what are yours?
Asset – Reading Mums Pudding Swaps Video / Check out the recipe for this yummy #SugarSmart crumble here:
[
[Cherry Berry Crumble image] / Asset:
Cherry Berry Crumble image
Reading Mums Pudding Swaps Video
Link:
Lots of people have been asking us about the sugar that's in our fruit and veg.
Although they can contain a lot of sugar, you don't need to worry about the sugar in fruit and veg because they contains lots of vitamins, minerals, and fibre. That's why they count towards your 5 A DAY!
Find more sugar facts here: [
[Amanda Ursell fruit and veg FAQ video]
/ We love this fruity Orange and Sultana Milk Pudding - recipe here:
[ [milk pudding image] #SugarSmart / Asset:
Amanda Ursell fruit and veg FAQ video
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Pudding GIF / Asset:
Pudding GIF
All this week, we've been looking extra hard for the sugar lurking in puddings and desserts. What surprises have you spotted?
[Let's Get Sugar Smart image] / Have you spotted any #SugarSmart surprises this week? Let us know!
[Let's Get Sugar Smart image] / Asset:
Let’s Get Sugar Smart image
Please keep checking the PHE Campaign Resource Centre for Pudding GIF
Teacher Facing Posts
Facebook / Twitter / AssetTeachers, help your pupils to be #SugarSmart with our #FoodDetectives resources. Activities like Odd One Out for KS1 can help your pupils make the healthier food choices during the day like pudding time. What do you think is the odd one out? Find out more about this and more KS1 activities from the Change4Life School Zone:
Asset – Odd one out
Link: / Help your KS1 pupils pick the odd one out with @Change4Life's #FoodDetectives resources
Asset – Odd one out
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Odd one out
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Teachers, we have some great equations for your KS2 pupils. How much sugar is in a chilled dessert? What if they had it with cola, how much would that add up to? How much would that take them over their recommended daily sugar limit? Test your pupils with our Sugar Towers activity, part of Change4Life’s KS2 #FoodDetectives Toolkit:
Asset – Sugar Towers
Link: / Chilled dessert + cola, test your KS2 pupils' mathematics skills with Sugar Towers
Asset – Sugar Towers
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Sugar Towers
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Teach your KS1 pupils to be #SugarSmart with Change4Life’s interactive story. Sophie has been asked by her mummy if she would like some pudding? She has the choice of a chilled dessert, or some low fat, low sugar yoghurt with berries. What should Sophie choose? Yoghurt and berries of course!
Part of the #FoodDetectives teaching resources; visit the Change4Life School Zone to learn more.
Asset – Sophie’s pudding choice
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Sophie’s pudding choice
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Parent Facing Posts
Facebook / Twitter / AssetIt is time for pudding but what is the #SugarSmart choice? Test your knowledge with the Sugar Smart Trumps homework activity for KS1. Look out for it in your child’s book bag, plus Change4Life have some great pudding swap ideas on their website:
Asset – Sugar Smart pudding
Link to: / Check out your child’s KS1 Sugar Smart Trumps homework. What’s the #SugarSmart choice here?
Asset – Sugar Smart pudding
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Sugar Smart pudding
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Could pudding be putting your child over their recommended daily sugar limit? Why not make a #SugarSmart promise with your child to swap for a lower-sugar pudding. Look out for Change4Life’s KS2 Sugar Smart Promise homework activity in your child’s bookbag.
Asset – Pudding promise
/ Parents, help your children make healthier pudding pledges with @Change4Life's KS2 #SugarSmart promise homework
Asset:
Pudding promise / Image:
Pudding promise
Parents, did you know the #SugarSmart app could help your child with their KS1 or KS2 homework? Download it today
Link: / Link:
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