P1. Physical Activity: Community
1 January, 2013
Submitted: 23 December, 2011
Kraft Foods UK around the world is committed to running programmes in the communities in which we operate to help educate and motivate people to make healthier choices. In the UK, these programmes include:Heath4Schools Futures: This partnership with Gloucestershire County Council and NHS Gloucestershire was introduced in 2004 to help schools engage their community in healthy, sustainable lifestyles. The original programme reached 100 schools, promoting healthy lifestyles by encouraging whole school participation in activities around growing and cooking food, healthy breakfasts and active play. All schools were successful in achieving National Healthy Schools status. Rebranded in 2009 as Health4Schools Futures, the project scope broadened to work with the same 100 schools to support sustainability initiatives. Through the programme, schools receive funding, support from a specialist delivery team and resources to implement ideas developed in their school.School Games: This programme enables children from local schools around our sites to take part in various sporting activities supported with funding and volunteers from Kraft Foods. In 2011, 180 mainstream children participated in a one-day event in Uxbridge and 200 children with physical and learning difficulties participated in a two-day event in Birmingham. Both programmes are delivered with local partners affiliated to the Youth Sports Trust.Cadbury London 2012 Community Programme: In August 2010, as part of Cadburys sponsorship of the Olympic and Paralympic Games, we launched Cadburys Spots v Stripes community programme across the UK and Ireland in association with the charity Groundwork. The programme uses game-playing to bring people of all ages, backgrounds and abilities together to help build stronger communities. Since launch the programme has recruited over 2,800 volunteers and worked with nearly 1,000 community groups. Over 120,000 people of all ages have been involved in game-playing at almost 1,800 events reaching nearly 880,000 people. To encourage participation and accessibility any game counts from thumb wrestling and welly-wanging to more traditional sports like football, badminton, trampolining and races.Brand activity: Our brands are also involved in encouraging communities to get active through campaigns like Dairyleas Campaign for Simple Fun which encouraged families to get active over the summer through traditional game playing.Future plans Health for Life: Building on the success of the Health4Schools programme in Gloucestershire, we are extending this activity to Birmingham with the launch of our new Health for Life programme in 2012. The programme work with local schools to reach over 10,000 pupils and, amongst other things, aims to make a measurable improvement in levels of physical activity.Cadbury London 2012 Community Programme: In the final run up to the Olympic and Paralympic Games in 2012, our community programme aims to facilitate an additional 24,000 people playing games at 800 events with the help of 600 additional volunteers we will recruit during 2012. As well as these direct participants, the programme will reach 160,000 people through local promotional and media activity. We have also commissioned an independent social impact evaluation of the programme which will be published before the end of 2012.