Report on the five year programme

(September 2011 - March 2017)

July 2017

Contents

Page

Programme Overview 2

Background 2

Objectives 2

Focus 2

Evaluation 2

Outcomes 3

In schools 3

In the community 7

For the business 9

Innovation 10

Observations 11

Appendices 13

Appendix 1: Participating Schools 13

Appendix 2: Student Online Survey Responses 14

Appendix 3: Health for Life Community Growing Spaces 15

Appendix 4: Community Participant Survey Responses 15

Note

Data relating to reach and participant outcomes, quoted within the report, is taken from HES and TCV reports to the Mondelēz International Foundation 2012-2017 with further details summarised in the appendices.

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Programme Overview

Background Health for Life was introduced in 2011 as Mondelēz International’s flagship U.K. health and wellbeing community programme, aiming to make a sustainable difference to healthy lifestyles in . In a city with higher than average levels of obesity and significant evidence of deprivation and food poverty, the programme was shaped to promote activities around growing food, healthier eating and physical activity, reaching the whole community surrounding the company’s Bournville site.

Funded for five years by the Mondelēz International Foundation with an investment of £3.1 million, the programme was developed with and delivered in partnership with the Health Education Service (HES)1, with Life Education Centres (LECWM), working with primary and secondary schools and The Conservation Volunteers (TCV)2 working with the wider community. The programme has supported the national Change4Life campaign.

Objectives  To engage school communities and local residents in growing food to increase their knowledge and understanding of its link with healthy lifestyles and provide access to fresh food;  To improve understanding of healthier eating habits with a focus in schools on increasing opportunities for cookery and healthy eating activities;  To increase opportunities and engagement in physical activity for children and adults.

Focus Health for Life in schools has focused on developing a sustainable, healthy lifestyle culture throughout the whole school. The programme aimed to involve 100 primary and 18 secondary schools over the five years, engaging schools, in cohorts, to participate over a period spanning two academic years. Each participating school received dedicated HES input, staff training and a cash award, to develop and implement an individual action plan and embed activities in each focus area.

Health for Life in the community was designed to involve individuals, families and groups in a range of healthier lifestyle activities, undertaken primarily through TCV’s Green Gym sessions, which provide ‘work-outs’ in the outdoor environment and, in particular, to create five key Health for Life community growing spaces which would provide a lasting hub for activities.

Evaluation Targets, key indicators and data collection methods were established at the programme outset by Mondelēz and the delivery partners with advice from Corporate Citizenship3, who have also subsequently assessed the evaluation process to ensure robustness. Progress has been regularly reviewed by Mondelēz and detailed annually in written reports to the Foundation.

1 Health Education Services, part of Services for Education, providing support to West Midlands schools 2 The Conservation Volunteers, a national community volunteering charity 3 Corporate Citizenship, a global management consultancy specialising in corporate responsibility 2

Outcomes

Programme outputs have exceeded original targets.  125 schools have participated  15 Health for Life community growing spaces have been created  Overall reach has risen from an estimate of 60,000 to around 90,000 people

In schools The programme has effected significant change in primary and secondary schools, reaching around 50,000 pupils and key staff, enhancing the curriculum and expanding opportunities for students and their families to engage in healthy lifestyle activities.

 33% of Birmingham’s primary schools have participated in the programme

Every Health for Life school has designed and implemented its own action plan, participated in staff training and provided new facilities and activities. Programme funding has enabled each school to invest in long-term resources, which would not otherwise be provided through their budget, and contributed to rapid progress in implementing change.

“In less than 12 months of running the Health for Life programme, we’ve exceeded everything we hoped to achieve. It’s brought a whole community spirit back into school.” Teacher, Lakey Lane Primary

Schools have addressed all three activity areas in ways to suit their needs and priorities. Using their own innovative ideas and taking inspiration from others in the programme, school staff, pupils and families have enjoyed creating new opportunities to make a real and lasting difference to school life, benefitting both current and future students.

“In light of the statistics, it’s so important that children are educated on the importance of being active and eating healthily now more than ever. The Health for Life programme effectively engages young people in a fun and educational way.” Dr Adrian Phillips, Director of Public Health, Birmingham

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Growing food has, overall, produced the most noticeable changes. Many schools had limited or no facilities prior to the programme. Schools have established a wide range of opportunities for growing vegetables, fruit and herbs, including larger allotments, gardens, raised beds and polytunnels. Where space is limited, schools have used hanging baskets, containers and even created rooftop gardens.

“The school garden has been amazing; we took what was a scrappy bit of land and worked hard to turn it in to a garden to grow vegetables in” Y8 student

Students have taken part in growing food through curriculum activities and through lunch-time and after- school clubs. The numbers involved have increased significantly.

 Up to 47% more students gardening in secondary schools  Up to 38% more pupils gardening in primary schools

The activity has not only created greater access to fresh food, linked with healthy cookery, but many schools have also reported that gardening has improved pupils’ behaviour with staff now using the activity as part of their overall behaviour plans. Some schools have also extended their outdoor interests to broader environmental education and keeping their own chickens.

“The gardening club is so much fun.” Y4 pupil

“You feel really proud that you’ve helped to grow the foods that you’re eating.” Y5 pupil 4

Healthy eating principles are addressed through the curriculum but Health for Life has enabled schools to explore the topic more extensively. Many primary pupils have learned more about healthy breakfasts, snacks and drinks. Pupil surveys show that knowledge of 5-a-day and portion sizes has increased whilst children not eating any fruit and vegetables and going without breakfast has decreased. Several secondary schools have worked with their school caterers, giving students a voice to influence canteen arrangements and healthier food choices.

“Before the healthy food was more expensive than the unhealthy food - now it’s not.” Y9 student

“With all the fruit and veg available it’s easy to have your 5-a-day at school.” Y8 student

Within primary schools, cookery has been an activity which many primary schools were unable to offer because of limited facilities, equipment and curriculum time. Several schools have used funding to create new dedicated cookery areas whilst many have purchased new equipment.

“Now we have fun cooking things to do. We have ovens and pots and pans so we can cook in our classrooms.” Y3 pupil

 Up to 25% increase in pupils taking part in cookery at school

Schools have used the activity to engage parents too, offering family healthy eating workshops and cookery sessions and several have produced their own cookery books with contributions from pupils, teachers and families.

“It’s important that parents are involved in workshops so that you learn together and make the right choices.” Y5 pupil

The programme is inclusive and has delivered targeted health and wellbeing sessions, involving a total of 2,500 ‘hard-to-reach’ parents; recent surveys show 86% reported learning something new and 74% said they would change/do something regarding healthy choices for themselves and their families.

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Physical activity has been directed towards providing opportunities for pupils beyond the PE curriculum. Throughout the programme, students have reported an increase in attending clubs and being active outside school as well as up to 10% of students being more active in school PE lessons.

In primary schools this has included encouragement of walking, scooter and bike-riding to school; running skipping and hula hoop competitions; providing playground markings and offering opportunities to develop pupils’ and staff skills through ‘playleader’ and other training in order to increase playground activities.

Secondary schools have extended the variety of activities for their students to include, for example, boxercise classes and table tennis, and have provided new equipment such as outdoor gyms, rowing machines and a dance studio.

“The dance studio is a great addition to the school and has really improved pupils’ confidence and communication. We are truly thankful for the support of the Health for Life programme - without it we would not have been able to have a brilliant facility for our pupils.” Assistant headteacher, Cardinal Wiseman School

Health for Life has also funded sports leadership training in a range of disciplines including soccer, cricket, tennis, badminton and lifeguarding. Students have gone on to officiate in matches and act as role models and ambassadors to promote activity and exercise as well as helping to facilitate it.

 279 students have pursued sports leadership courses

“I now want to do more qualifications and see if I can become a cricket coach, because I loved working with the primary pupils and introducing them to the game.” Y8 student

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In the community The community programme has run on an incremental basis and TCV has worked with over 40 local organisations to encourage families, groups, the elderly and individuals with differing health or social issues to join in. After five years, 15 Health for Life community growing spaces, involving local people in development and ownership for future sustainability, have been created across south Birmingham.

 The community programme has engaged around 3,000 participants  1500 Green Gym sessions have been delivered

“Being part of the Green Gym sessions has increased my strength and fitness in a fun environment. I really feel I play a larger part in my community thanks to the support of the team at TCV and Health for Life.” Community programme participant

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Recent participants’ questionnaires show:  91% have grown their own food  68% have eaten more fruit and vegetables  84% have become more active  86% have learned more about how to grow their own food  59 % have learned more about healthy eating

Through distribution of free seeds, food growing guides, and a phone app, the programme has also promoted food-growing at home.

 Over 95,000 free seed packets and 2,500 food growing guides distributed  More than 1850 people have taken part in sow and grow activities

The programme holds an annual Health for Life horticultural show and hosts a range of volunteer opportunities. 240 young people, for example, have worked on Health for Life community sites through the NCS Challenge. Other activities have extended the programme’s profile such as displays at BBC Gardeners’ World at the NEC, which resulted, in 2016, in awards for both the Health for Life community show garden and schools’ “meal in a barrow” displays.

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For the business Health for Life has enabled the business to engage directly with the local community. It has provided ongoing employee volunteering opportunities for teams and individuals.

 Over 900 employees have participated in the programme

Employee surveys show that 100% of participants said that volunteering made them proud to work for Mondelēz International, giving them the opportunity to build greater teams outside their working environment.

“Volunteering at Worlds End school was a fantastic experience for both myself and my team members in terms of contributing back into the local community.” Mondelēz employee

The programme has provided numerous opportunities for local stakeholder engagement, generated by both Mondelēz and the delivery partner organisations. Bournville Village Trust, and Queen Elizabeth Hospital have provided land for community growing spaces whilst local MPs, councillors, public health personnel and a range of community organisations have supported events. The programme has also provided the opportunity for Mondelēz to demonstrate local commitment within the business community.

“The Health for Life programme is a live example of meaningful community partnership… From community cohesion to health education and exercise, this work is having a real positive impact.” Paul Faulkner, CEO, Birmingham Chamber of Commerce

Health for Life has won awards including the Food and Drink Federation health and wellbeing award, 2013, and the Business in the Community ‘Big Tick’ in 2014 with reaccreditations in 2015 and 2016. It was shortlisted for the Ethical Corporation Responsible Business Awards in 2014 and has been shortlisted for two awards in 2017.

The programme has generated a range of media exposure.

 149 pieces of press coverage  PR value of £121,771  Circulation figure of 5,911,524 4

4 Rewired PR, February 2017 9

Innovation

New ideas have been generated, over the course of the programme, to increase engagement and celebrate success. Within the schools’ programme, for example, annual events have been introduced which showcase schools’ achievements, enabling staff and pupils to share ideas. These include a primary schools’ event in June; an award ceremony in January and a horticultural show in July, supported by both HES and TCV.

Secondary schools have benefitted from a one-off grant, introduced in 2015, to design and run a community healthy lifestyle project, enabling students to share their ideas in a range of settings from mother and daughter exercise groups to outreach work in elderly care homes to help residents keep both physically and mentally fit.

“It is one of the hardest but most rewarding things I have done at school. I was scared that the older people would not like what we wanted to do, but they loved it.” Y8 pupil

Health for Life community growing spaces have entered the RHS Britain in Bloom competition, winning awards in the ‘It’s Your Neighbourhood’ campaign whilst the programme has also supported Birmingham’s Britain in Bloom entry, featuring the growing space at Queen Elizabeth Hospital, for which the city a gold medal in the Champion of Champions category in 2016.

Health for Life team members have contributed to academic studies including presentations about the programme to conferences and work, through the Mondelēz International Foundation, on programme impact with Yale School of Public Health in 2013 and 2016.

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Observations

Partnership-working has been fundamental to the programme’s success. Mondelēz has worked closely with the delivery partners to shape and build upon success over the five years. A flexible approach and strong commitment from all parties has not only enabled the programme’s original objectives to be met but also enhanced the programme’s effectiveness.

“The partnership has been of outstanding value to HES and the schools that have taken part. By linking growing, cooking and physical activity, schools have shown to pupils and their families that healthy lifestyles are both achievable and enjoyable.” Dr. Sandra Passmore, Health Education Services

Long-term investment has allowed the delivery teams to develop and embed the programme effectively, not only learning and building upon their own experience but also sharing information and ideas generated by participants. The timeframe has allowed Health for Life to develop a strong local profile.

“The long-term investment has enabled TCV to forge strong relationships with many key stakeholders, enabling the programme to reach out further and make a real impact on local communities in South Birmingham.” Chris Blythe, The Conservation Volunteers

Engaging whole school communities has enabled students and families to share in healthy lifestyle behaviours which are not just promoted in school but which also become part of the experience at home, providing a strong foundation for a long-term legacy for healthier lifestyles.

“Health for Life has a really beneficial impact on the life of the school. This learning will stay with our children for the rest of their lives and hopefully they will build on what they’ve started here and it will be something that really will be health for life.” Teacher, Sladefield Infants School

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Varied and practical activity opportunities have been key to the programme’s wide appeal, attracting participation regardless of age and ability. The recent King’s Fund report ‘Gardens and Health’ 2016 provides robust evidence to link gardening and green spaces with both physical and mental wellbeing, validating the programme’s aims and delivery focus.

“I feel less anxious now and spend a lot more time outdoors and now bike everywhere which is really good for my health. I have many more friends now as well.” Community programme participant

Sustainability is part of the programme’s ethos, with schools and the community being involved in creating and developing their resources, learning skills and taking ownership for the future.

The future of Health for Life is based upon the successful outcomes and enthusiasm of partners which has led Mondelēz International to continue supporting the programme. A new cohort of Birmingham primary schools will participate from September 2017 whilst five Health for Life community spaces will continue to be supported, providing ongoing opportunities for employee volunteering and ensure the business maintains and develops engagement with local stakeholders.

Acknowledgements

The programme owes much of its success to the commitment and enthusiasm of those who have taken part. Thanks are due to all those who have participated – the schools’ staff, students and families; community groups and individuals; the Health for Life team partners and to external stakeholders for their support.

The Health for Life team comprised (L to R): Niall Crawford, Health Education Service (Health for Life in secondary schools) Simone Bassi, CEO Life Education West Midlands (Health for Life in primary and secondary schools) Kelly Farrell, Community Affairs Manager, Mondelēz International Andrew Cooper, Head of School Support, Services for Education Sandra Passmore, Health Education Service (Health for Life in primary and secondary schools) Nicki Rees, Health for Life Programme Co-ordinator Chris Blythe, The Conservation Volunteers (Health for Life in the community)

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Appendix 1 Participating Schools

Primary Cohort 2 [Sept 2012-Dec 2013] Cohort 3 [Sept 2013-Dec 2014] Bells Farm Primary School Bellfield Junior School Schools Billesley Primary School Dame Ellen Pinsent School Bournville Infant School George Dixon Primary School Broadmeadow Infant & Nursery School Greenmeadow Primary School Cohort 1 [Sept 2011-Dec 2012] Broadmeadow Junior School Hall Green Infant School Albert Bradbeer Primary School Cherry Oak School Harborne Primary School Bournville Junior School Colmore Junior School King David Primary School Colmers Farm Infant School Forestdale Primary School Merritts Brook E-Act Academy Fairway Primary School Grendon Primary School Moor Green Primary School Hawkesley Primary School Highters Heath Community School Nonsuch Primary School Holly Hill Methodist Infant & Nursery School Hollywood Primary School Our Lady and St Rose of Lima School Kings Norton Primary School Princethorpe Infants School Park Hill Primary School Longwill School St Edward's Catholic Primary School St Dunstan's Catholic Primary School Northfield Manor Primary School St John Fisher Catholic Primary School St Francis CE Primary School Rednal Hill Junior School St Jude's RC JI School St James' Catholic Primary School St Brigid's Catholic Primary School St Mary's CE Primary School St Michaels CE Primary School (B32) St Columba's Catholic Primary School The Meadows Primary School St Peter's Catholic Primary School St. Laurence Junior School The Oaks Primary School Welsh House Farm Primary School St Paul's Catholic Primary Tiverton Primary School World's End Infant & Nursery School Stirchley Community School Victoria School World's End Junior School Wychall Primary School Water Mill Primary School Yardley Wood Community Primary School Cohort 4 [Sept 2014-Dec 2015] Cohort 5 [Sept 2015-Dec 2016] Secondary Allens Croft Primary School Acocks Green Primary School Ark Tindal Academy Ark Rose Primary School Schools Chad Vale Primary School Audley Primary School Christ Church Primary School Bordesley Green Primary School Cohort 1 [Sept 2012-July 2014] Clifton Primary School Chandos Primary School Baverstock Academy Cofton Primary School Kitwell Primary School Bishops Challoner Catholic College English Martyrs Catholic Primary School Lea Forest Primary Academy Hall Green Junior Primary School Lyndon green Infant School Boys School Heath Mount Primary School Marlborough Infant School Selly Oak Trust Oak School Holy Family Catholic Primary School Marlborough Junior School Lordswood Girls School Church of Primary School Cohort 2 [Sept 2013-July 2015] Lakey Lane Primary School The Oratory Roman Catholic Primary School Kings Norton Boys School Nelson Mandela Primary School The Oval Primary School Lordswood Boys School Oasis Academy Woodview Percy Shurmer Academy Turvesgreen Boys School Our Lady of Fatima Primary School Redhill Primary School Dame Elizabeth Cadbury School Reaside Academy The Rosary Catholic Primary School Baskerville School Springfield Primary School The Shirestone Academy St Ambrose Barlow Primary School Sladefield Infant School Cohort 3 [Sept 2014-July 2016] St Martin de Porres Primary School St Alban's Catholic Primary School Cardinal Wiseman School St Peters CE Primary School St Clement's Church of England Academy School The Orchards Primary Academy St Georges Academy Woodhouse Primary Academy St Joseph's Catholic Primary School Yarnfield Primary School St Matthew's CofE Primary School The International School Timberley Academy Waverley School West Heath Primary School Woodgate Primary School

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Appendix 2 Student Online Survey Responses Summary of key indicators from responses completed at baseline and as a follow-up from schools in each cohort of the programme (as reported by Health Education Service, taken from over 10% of mixed age group students from each school in each cohort).

Primary Schools Cohorts 1- 5: Summary of changes ( % increases are marked in bold)

Key strand Indicators Cohort 1 Cohort 2 Cohort 3 Cohort 4 Cohort 5  Healthy eating: 5-a-day portion size knowledge 44-52% 42-52% 43-56% 41-47% 42-48% 8% 10% 13% 6% 6%  Cooking: pupils cooking in school 43-68% 45-67% 35-60% 34-53% 36-57% 25% 22% 25% 19% 21%

 Growing food: pupils growing in school 38-64% 26-64% 30-51% 20-50% 23-45% 26% 38% 21% 30% 22%

 Physical pupils’ being active in school PE 55-59% 54-61% 56-63% 36-46% 46-46% activity: 4% 7% 7% 10% No change pupils being active outside school 77-80% 58-64% 59-61% 80-83% 75-79% 3% 6% 2% 3% 4%

Secondary Schools Cohorts 1- 3: Summary of changes ( % increases are marked in bold)

Key strand Indicators Cohort 1 Cohort 2 Cohort 3  Healthy eating: 5-a-day portion size knowledge 59-68% 59-70% 52-59% 9% 11% 7%

 Cooking: pupils cooking in school 51-68% 67-76% 47-70% 7% 9% 23%

 Growing food: pupils growing in school 8-55% 5-49% 5-42% 47% 44% 37%

 Physical pupils’ being active in school PE 60-70% 61-73% 61-65% activity: 0% 12% 4%

pupils being active outside school 59-72% 64-65% 54-62% 13% 1% 8%

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Appendix 3 Health for Life Community Growing Spaces

Green Meadow Road, Weoley Melrose Close Sheltered Housing, Kings Norton

Manor Farm Park, Northfield Castle Croft,

Ley Hill Park, Ley Hill Alder Lane, Birmingham

Queen Elizabeth Hospital , Edgbaston Woodgate Valley Orchard, , Birmingham

Freshwinds, College Walk, Birmingham Woodgate Valley Growing Space, Birmingham

Hawkestone Road ‘allotments’, Shenley Weoley Hill (tennis courts), South Weoley

Longbridge Health & Community Centre, Park Way, Birmingham Cotteridge Park, Off Franklin Road

Victoria Common Park, Northfield

Appendix 4 Community Participant Survey Responses Summary of key indicators from respondents completing surveys during programme participation (as reported by The Conservation Volunteers, taken from 561 baseline; 286 follow-on surveys). Note: Some indicators are not measured at baseline.

Nutrition Based on questions: education: I have learned more about how to 86% % of participants who improve their grow my own food knowledge of good I have learned more about healthy 59% nutrition and healthy lifestyles basics eating Physical Activity: Based on questions: % of participants who I undertake physical activity 7 days 30% 33% Increase of 3% report that they are physically active or per week engage in play for 30 I have 30 minutes or more exercise 39% 42% Increase of 3% minutes or more daily per day I have spent more time undertaking 86% activity outdoors I have become more active 84%

Access to fresh Based on questions: foods: % of I eat 5 or more portions of fruit and 23% 29% Increase of 6% participants who report increased vegetables a day consumption of I have eaten more fruit and 68% vegetables, fruit and fresh foods vegetables I have grown my own food 27% 91% Increase of 64%

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