INVITATION TO TENDER Title: JU:MP Social Marketing Deadline for receipt of tender proposals: 12th May 2021 JU:MP, the Bradford Local Delivery Pilot (LDP) is a pilot programme led by Active Bradford that aims to test and learn what helps children and families to be active. The pilot is one of 12 Sport England LDPs across England https://www.sportengland.org/our-work/local-delivery-pilots-community-of- learning/, and has received £5 million of National Lottery funding, through Sport England to deliver and evaluate the programme. Born in Bradford, a research programme hosted at Bradford Teaching Hospitals NHS Foundation Trust, are leading the pilot on behalf of Active Bradford. JU:MP aims to improve the health and wellbeing of children aged 5 – 14 and their families, through physical activity across a disadvantaged, ethnically diverse area of North Bradford. The aim is to pilot a whole systems approach to increasing children’s physical activity by working with local families, communities, schools and organisations, and by making improvements to the environment (e.g. parks and green space). JU:MP aims to energise, inspire and support children and families to enjoy being active and to make this easier for them to do. This can be through providing families with the knowledge and skills to help them move more through walking, cycling and playing out, or through creating sustainable opportunities for organised sports and active recreation. Outcomes The ambition of our pilot is to use physical activity as a vehicle to achieve three outcomes that the Bradford District Plan of 2016 set out as priorities for the District. 1. Better Health (improved physical and mental wellbeing) 2. Better Skills (improved academic and social skills) 3. Safe, clean and active communities (reduced crime, improved social mixing and inclusivity) The pilot’s objective is to increase the numbers of children achieving 60 minutes of moderate to vigorous physical activity (MVPA) per day at a population level, and thus improve outcomes for children and young people aged 5-14 years. The pilot will work across a defined area of North Bradford; Eccleshill and Windhill; Fairweather Green, Heaton Toller, Manningham and City; Allerton and Bolton and Undercliffe. This area has high levels of deprivation and an ethnically diverse population of 140,000, of which 27,000 are children and young people. Sport England have tasked the Local Delivery Pilots with creating sustainable changes to tackle inactivity and JU:MP is taking a behaviour change approach to achieve this. This approach involves building the capability and motivation of children and families to be active and creating sustainable opportunities to be active in the local area. JU:MP is also encouraging children and families to do simple things to be active for themselves like walking to the shops, going to the park or playing active games together. Our approach is to work in partnership with local organisations and communities, taking an asset- based, collaborative approach and focussing on solutions. The Neighbourhood Approach Over the last two years, the JU:MP Pathfinder Phase has tested a whole systems approach to increasing children’s physical activity levels by working at a neighbourhood level with families, communities, schools and organisations, and by making improvements to the environment. JU:MP Neighbourhoods are hyper-local areas identified as having a recipe for success, including engaged community and faith organisations, 4 - 6 schools and local green space with potential to be developed as an active, playful environment. The learning from the last two years has formed the basis for the Accelerator Phase, which will run from 2021/22 - 2023/24. In each neighbourhood, a JU:MP Coordinator will establish a JU:MP Neighbourhood Action Group to co-design an action plan, with support from the JU:MP core team and based on the overarching JU:MP workstreams. A map of the neighbourhoods can be found in Appendix 1. The JU:MP Accelerator Phase plan has 15 workstreams which have been identified through evaluation of the Pathfinder Phase and wider research into what works. Workstreams are primarily focussed at a neighbourhood level, with 6 overarching workstreams that will be delivered across the all 8 JU:MP neighbourhoods by the core JU:MP team, wider commissioned organisations and providers. The JU:MP programme map showing the whole system can be found in Appendix 2 and detail on the 15 workstreams is in Appendix 3. The social marketing runs throughout the programme to inspire, energise and support our children, families and communities to be active. It is a key element in linking up and integrating the whole system working. Social marketing JU:MP’s social marketing has been developed and delivered by Magpie (Behaviour Change Marketing Agency) from May 2019 - April 2021. The purpose of the social marketing is to influence behaviour to improve physical activity levels in children and young people and their families. The approach aims to benefit individuals and communities for the greater social good, and specifically to deliver the JU:MP programme in a way that is effective, efficient, equitable and above all, sustainable. There is solid evidence that social marketing has a positive impact on a range of health interventions across various conditions, including ethnic minority and low socio-economic groups (Jeff French, 2017). It aims to create a social movement to inspire, educate, and energise children and families to be active. The Accelerator Phase of JU:MP will comprise of four campaign strands, underpinned by a strong workforce development social marketing training plan, to encourage children and families to be more active together including: 1. Join the JU:MP Movement 2. Find your passion/fun 3. Outdoor Play - whatever the weather (JU:MP Outdoors) 4. Reducing sedentary screen time – including JU:MP@Home --------------------------------------------------------------------------------------------- 5. Underpinned by the workforce development social marketing training plan 1. Join the JU:MP Movement This is a campaign to support in motivating and encouraging children and their family members to meet moderate-to-vigorous physical activity (MPVA) national guidelines. JU:MP are serious about getting children moving, playing and having lots of FUN. But we can’t do this without a strong community of supporters to join us by championing active play every day! In the first 18 months of the JU:MP Movement (October 2019 to March 2021), the social marketing target was to engage with the ‘innovators’ and ‘early adopters’ in our behaviour change adoption curve (based on Rogers ‘Diffusion of innovation’ seen below). This represents 16% of the target population of 20,790 children and young people. A target of 3,336 children engaged in movement and play. Successes so far In the first 18 months, JU:MP now have 3,343 children (surpassing our original target) engaged with JU:MP. This is based upon 1,807 families having joined the JU:MP Movement with an average of 1.85* children per household. Other key deliverables: The delivery of 9 JU:MP fun days in JU:MP schools (to motivate families to ‘join the JU:MP Movement’ and reduce the barriers and provide opportunities for ‘children and families to be active together’). Due to the COVID-19 pandemic, delivery of these was paused on 18th March 2020. 200 JU:MP stars were recruited in schools (children ambassadors for JU:MP), surpassing our target of 150. 3,200 school trail cards were completed (including activities in the school hall and outdoors), surpassing our target of 3,000. JU:MP@Home (Sedentary screen time) This is a campaign to support in to motivating and encouraging children and their family members to meet moderate-to-vigorous physical activity (MPVA) national guidelines. Created during the first lockdown in April 2020, JU:MP@Home provides ideas through various online and offline resources, to help people to be happy, healthy and sleep better, whilst being at home all day. Join Us: Move. Play with these fun, simple indoor activities to keep your children entertained. Keep having fun with #JUMPAtHome. Successes so far A physical JU:MP@Home activity calendar (with 30 tailored activities) and a letter sent to over 50,000 families in North Bradford (including the LDP area), but also serving the wider Bradford area, to include vulnerable families, refugees and asylum seekers, surpassing our original target. 927 join ups to the movement (within the LDP) from the JU:MP@Home online page visits and 3,081 views of videos from https://jumpathome.org/ (including video views through social media). Magpie also collected various lived experiences/testimonials from families who have engaged with JU:MP@Home. JU:MP Outdoors (Outdoor play - whatever the weather) This is a campaign to support in to motivating and encouraging children and their family members in meeting moderate-to-vigorous physical activity (MPVA) national guidelines though outdoor play. Created in December 2020, JU:MP Outdoors provides ideas through various online and offline resources, to help people to be happy, healthy and sleep better, by moving and playing outdoors. We can help you to bring outdoor play to your children and your family. When you join the JU:MP Movement we can support you to find ideas, events and activities. This means you and your children can play outdoors in easy and fun ways! We hope you enjoy these ‘top tips’ for playing outdoors from some of our lovely parents in the Bradford community, because #OutdoorPlayMatters Successes so far Sent over 800 JU:MP Outdoors play packs. In December 2020, Magpie launched a mini winter outdoor advertising and social media campaign #OutdoorPlayMatters (on bus shelters and kiosks), co-created with JU:MP families, using visuals of children and their parents out and about around Bradford, highlighting where they can play for free.