ICE

National Healthy Schools Campaign

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The brief

ICE was selected by the Department of Health and Department for Skills and Education to help deliver the communications element of the £2.17million National Healthy Schools Programme, which aims to improve the physical and emotional well-being of children and young people nationwide.

Our solution

Branding & design - ICE developed a full corporate identity for the Healthy Schools Programme, including initial brand concept and design and ‘brand guardianship’ for all marketing and communications activities.

Web design - Our web team designed, built and programmed a new, highly complex website www.healthyschools.gov.uk enabling information and resources to be easily accessed at national, regional and local level. The team is also responsible for ongoing website maintenance, updates, and the provision of an IT support desk for local programmes and schools.

Event management - ICE supplied full event and project management for the Programme’s National Conference, which took place in at venues in both Sheffield and London with attendance from Kevin Brennan MP, Parliamentary Under Secretary of State for Children and Young People.

Our team provided full conference services including pre-event and on-the-day event management support, the design and print of extensive collateral for the day including signage, delegate information packs and exhibition stands, marketing, filming during the event, PR support and Ministerial liaison.

Press & PR - Our PR team provides ongoing support to the Programme, operating a full press office facility for proactive and reactive media handling with a wide variety of national media.

Over a six month campaign period, our team wrote and placed over thirty articles in top education and health titles on an editorial basis, with an advertising equivalent value in excess of £100,000.

We also wrote and produced an extensive Media Briefing Pack for local and central government press offices, outlining the programme’s key messages, objectives and how it relates to a wide range of topical issues surrounding children and young people, and presented these via a series of press briefing events.

The result

The Government has set a target for 100% of schools to be working with Healthy Schools, and 75% to have reached National Healthy School Status by December 2009.

With close support from ICE on communications and marketing, Healthy Schools has established itself as one of the country’s most widely embraced non-statutory government initiatives in schools today. Over 96% of schools across the country are now involved in the Programme and over 60% of schools are at Status, which puts Healthy Schools well on course to reach its ambitious goals early.