Programme Plans for 2010-11

We aim to continue the progress made so far to ensure that by March 2011 we will have delivered all the objectives under each of the strands.

Breastfeeding Friendly City. We will have

• Achieved a 44% prevalence of breastfeeding at 6-8 weeks from birth.
• Made Sheffield a Breastfeeding Friendly City with all statutory organisations achieving UNICEF Baby Friendly Status.
• Supported 11,000 mothers (80%) to initiate and maintain breastfeeding via a network of peer supporters and health professionals.
• Extended our current work with leisure and retail establishments so that an additional 300 public places ‘welcome’ breastfeeding mothers.
• Increased by 150 the number of employers who support continued breastfeeding for mothers returning to work.

Parents as Positive Role Models for Healthy Eating. We will have:

• Implemented the Healthy Early Years Accreditation Scheme and supporting training programme (from training needs analysis).
• Implemented a city wide programme of obesity training and awareness raising.
• Developed and delivered a Sheffield Food Plan & Festival.
• Implemented the Healthy Choices Loyalty Reward Card and Healthy Choices Award with at least 200 retailers.
• Implemented the Active Start Programme (promoting physical activity for Early Years) across the city.

Schools at the Heart of Healthy Communities. We will have:

• Implemented a whole school SLC4L programme in all of Sheffield’s 169 schools reaching 65,356 school age pupils.
• Ensured all children undertake at least one hour of physical activity each day.
• Extended our Social, Emotional Aspects of Learning (SEAL) programme to 10 secondary schools and enhanced delivery in 133 primary schools with a new specific Social, Emotional and Cultural Aspects of Food strand.
• Extended the National School Fruit Scheme to 5,629 Year 7 pupils.
• Increased school meal uptake by 149,340 meals served.
• Established ‘growing’ and cookery clubs in 174 schools and supported 50 to sell healthy food in their community.
• Developed a lunchtime stay on site policy and implemented this in 12 secondary schools.

Living Neighbourhoods-Creating living neighbourhoods by removing barriers to walking, cycling and play. We will have:

• Supported local people to undertake 11 neighbourhood audits to identify barriers to safe walking, cycling and active play and recommend practical improvements, and implemented at least 200 of these improvements.
• Worked with children, families and schools to promote safe cycling to 50 schools using the Bike It approach benefiting 16,000 pupils.
• Developed 20 neighbourhood walking maps.

Healthy Open Spaces- Creating safe, healthy, accessible open spaces for children and families to enjoy. We will have:

• Increased by 20% the proportion of our parks that offer high quality opportunities for safe active play for children and adults of all ages.
• Delivered a programme of activities to promote family use of green spaces, including promoting Green Gyms™ and the use of under-used allotment land in areas of disadvantage, benefiting 5,000 people.

Change4Life. We will have:

• Worked with over 1000 children and parents, all schools, private sponsors and our local media (Sheffield Star and Radio Sheffield) to create a Sheffield – Let’s Change4Life social marketing brand owned by the people of Sheffield.
• Delivered 5 major campaigns, taking positive, accessible and achievable healthy lifestyle messages to over a third of our city population.

Community Health Champions. We will have:

• Extended the delivery of our accredited Introduction to Community Development and Health (ICDH) programme to benefit 300 people.
• Worked with the Sheffield Well-being Consortium to establish a network of 240 local volunteer Community Health Champions who will have empowered over 4,000 people to improve their own personal well-being.

Cross Sector Innovation. We will have:

• Implemented a healthy lifestyle access bursary scheme offering a city wide menu of opportunities (including Personal Health Improvement Plans) to benefit over 500 people, delivered by the Sheffield voluntary, community and faith sector through the Sheffield Wellbeing Consortium.
• Established a Business Broker to:
  • Initiate 50 joint ventures with commercial/third sector organisations.
  • Set up a Healthy Business Group to support businesses to be healthier employers.
  • Examined the role of a Healthy Urban Planner in the Local Authority to undertake a systematic review of planning, development and transport policy. Planning policies in Sheffield are currently in the process of being re-written to form the Sheffield Development Framework, the role of the Healthy Planner is to make sure health is a central part of this, and that policies are developed that will help create healthier places.

Evaluation

The evaluation of “Sheffield-Let’s Change4Life” undertaken by Sheffield Hallam University examines how we can best support individuals and families to maintain healthy choices so that they may benefit from a healthy weight. We will use a variety of methods and differing approaches including the latest innovative technology to undertake the evaluation.

Where do we want to be by March 2011?

The headline target is to achieve:

• NHS Vital Sign target (halting the rise in childhood obesity in YrR and Yr6),
• Public Service Agreement target (2008-11) around childhood obesity, and,
• Local Area Agreement LAA targets – NI 55 & 56 (Halt the rise in childhood obesity by 2011) and NI 53 (Increase the prevalence of breastfeeding at 6 – 8 weeks to 44% by 2010/11)

The other indicators this programme will impact on are:

• Levels of participation by adults in active recreation.
• Levels of walking and cycling.
• Self reported consumption of fruit and vegetables and participation in physical activity by school children.
• Levels of participation of 5-16 year olds is a minimum of 2 hours high quality PE and School sport
• Numbers and proportion of school children eating school meals.
• Levels of participation by adults in sport and physical activity.
• Levels of TV and screen time.
• Reducing sweetened drink consumption.
• Parental knowledge, attitudes and practices around healthy eating and physical activity.
• Impact of the Healthy Schools Programme on physical activity and healthy eating.
• Children walking and cycling to school.
• Progress in influencing local authority spatial planning processes.

These 8 strands of activity will address the following specific determinants of obesity:

• Levels of breastfeeding.
• Parents who are obese/overweight.
• Access to safe, affordable active recreation.
• Levels of self efficacy.
• Lack of skills to choose and prepare food.
• Levels of fruit and vegetable consumption.
• Maternal Body Mass Index.
• Levels of physical activity.
• Neighbourhood design/quality.
• Access to healthy food.
• Mental wellbeing.
• Unhealthy cultural and behavioural norms

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