The Foundry says ‘Sheffield is Sweet Enough’

Following months of research, planning, designing and developing, we finally launched our public health initiative for Sheffield City Council on 4th February, surrounded by local primary school children, BBC Radio Sheffield, Look North and the Sheffield Star.

Sheffield is Sweet Enough’ has been cre­at­ed in response to a brief from Sheffield City Coun­cil to help reduce obe­si­ty and tooth decay in chil­dren and adults over the next five years.

Almost 1 in 4 chil­dren are over­weight or obese when they start school in Sheffield. There are also more school chil­dren in Sheffield being admit­ted to hos­pi­tal for painful tooth extrac­tions than ever before.

Our ful­ly-inte­grat­ed mar­ket­ing cam­paign, tar­get­ed at preg­nant women, par­ents and the gen­er­al adult pop­u­la­tion of Sheffield, aims to pro­vide infor­ma­tion on the effects of sug­ar and to pro­vide tools to help peo­ple make edu­cat­ed choic­es that sup­port their family’s health.

Work­ing with the coun­cil, we con­duct­ed a series of work­shops which revealed a lack of under­stand­ing about rec­om­mend­ed dai­ly sug­ar lim­its and how much sug­ar dif­fer­ent foods con­tain. To help make this sim­pler, we devel­oped a web­site Sheffield is Sweet Enough to out­line the rec­om­mend­ed lim­its and what this means for families. 

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A social media cam­paign on Face­book and Insta­gram has been cre­at­ed to dri­ve traf­fic to the web­site which con­tains infor­ma­tion about the ben­e­fits of reduc­ing the amount of sug­ar we eat, how much sug­ar there is in every­day foods and sug­gests ways to make sim­ple swaps and lifestyle changes. Oth­er mate­ri­als include posters and leaflets for GP’s wait­ing rooms and inserts in mater­ni­ty book­lets for preg­nant women. 

Les­son plans for schools and edu­ca­tion resources for nurs­eries and com­mu­ni­ty groups, such as scouts and guides, will also be avail­able to down­load to help chil­dren of all ages under­stand more about sug­ar and its impact.

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The launch has received wide­spread media cov­er­age, includ­ing region­al tele­vi­sion, radio and press, as well as com­men­tary in Pro­fes­sor Bar­ry Gibson’s blog who is the research lead for the Pop­u­la­tion and Per­son Cen­tred Oral Health Group (PAPOR) at Sheffield School of Clin­i­cal Dentistry. 

Speak­ing about the ini­tia­tive, Sarah Hep­worth, the Council’s Health Improve­ment Prin­ci­pal, said, The launch was a fan­tas­tic suc­cess with all of the school chil­dren at Woodthor­pe Pri­ma­ry get­ting excit­ed about the ini­tia­tive. The Foundry has cre­at­ed a real­ly engag­ing and cre­ative solu­tion to our brief across a vari­ety of for­mats includ­ing a web­site, posters, leaflets, school edu­ca­tion mate­ri­als and a social media campaign”.

We’re real­ly proud of being part of such an impor­tant cam­paign for Sheffield and hope it sparks the begin­ning of a social move­ment that involves busi­ness­es, schools, par­ents, health­care pro­fes­sion­als, vol­un­tary organ­i­sa­tions and com­mu­ni­ty lead­ers all com­ing togeth­er to tack­le sug­ar. Thanks to every­one at Woodthor­pe Com­mu­ni­ty Pri­ma­ry School for mak­ing the launch such a success.