About Little Steps

Campaign Background

The Little Steps Campaign has been developed by the Health Service Executive and safefood in consultation with a wide range of obesity and health experts and stakeholders. The current Obesity strategy developed by the Obesity Taskforce provides the policy framework for this campaign.

This campaign has been developed because obesity on the island of Ireland is a serious health problem and it is at epidemic proportions. Currently 1 in 3 children are overweight, 1 in 5 are obese and 2 out of every 3 adults are overweight or obese. 2007 National Survey of Lifestyle, Attitudes and Nutrition (SLAN survey)

In NI in 2003/4, approximately one in five boys and one in four girls were overweight or obese (age 4.5-5.5years) according to analysis of the Child Health System records (DHSSPS 2006)

The two organisations have come together in a partnership approach with one common purpose - to provide one voice and a clear message to the public on the issue of obesity and show how little steps can lead to a healthier future.

The Little Steps Campaign began in 2008, the 3rd phase of the campaign started on 30th March 2009 (download press release)

What is the aim of the campaign?

The aim of the campaign is to support parents/guardians as positive role models for their children for healthy eating and physical activity by:

encouraging families on the island of Ireland to start changing the balance in what they eat by highlighting the need to replace less healthy foods with healthier foods, and
encouraging families to be more physically active.

What are the campaign objectives?

The campaign objectives are to;

1) encourage positive parental attitudes to physical activity and healthy eating by:

highlighting the benefits of parental physical activity and healthy eating on children’s physical activity and eating patterns, and
highlighting the importance of parents as role models

2) provide information resources which:

present a range of practical options for parents, and
show how parents can be positive role models and what supports are available to enable them to do so.

Media strategy

Research on 2008 campaign phases, carried out by Millward Brown IMS showed that:

TV – scored very well among target audience in both ROI and NI, in terms of believability, relevance, involvement and distinctiveness. Among ROI audience favourably disposed to the advertisement 8 out of 10 stated they had already made changes to their child’s eating habits and 3 out of 4 stated they had already made changes to their child’s activity levels.
Radio - also scored very high in terms of engagement, relevance and enjoyment.

An integrated media strategy employing TV, radio, digital, online, consumer publications and media relations will be pursued throughout 2009 with the aim of building on 2008 success.

Campaign resources

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