The IPA hosted its Performance Adaptathon at Altitude in London on 8th July 2014 in association with ISBA, Kingston Smith and RedHAT. 23red's Jane Asscher, Pete Buckley from MEC and Alexia Clifford of Public Health England discussed performance based planning and reporting of the Change4Life campaign. Watch the video: https://www.youtube.com/watch?v=g6bRK9B47zQ. Get involved by visiting the ADAPT Hub www.ipa.co.uk/adapt/performance and on Twitter #ipadapt.

1. Performance Adaptathon
8.7.14
Change4Life: A case study in
performance based planning and
reporting

2. Agenda
• Sharing the mission
• Achieving success together
• Shifting the conversation from
expenditure to investment
• Fostering collaboration
• Rewarding performance

3. Sharing the mission
Food manufacturing
Non Governmental Organisations
Media
Physical activity
Retail
Local Delivery
Health professionals Local Authorities
Leisure
Employers

4. Smart Swap TV ad

5. Achieving success together

6. Engaging the nation
1,937,406 families
have joined
Change4Life
accounting for 2.5m
people
10.35% experience a
positive significant
shift after one year
220,000 children
participated in
sport 38,000 more
children getting
60 active minutes
89% of mums are
aware of
Change4Life and
95% of mums
associate it
with healthy
eating

7. Evidence of improving
behaviours
Dunn Humby analysis
showed encouraging
differences in 8
categories featured in
meal mixer
Kantar Purchasing data
shows that for the 5
swaps there are
significant changes vs
the same period one
year agoOne third of individuals
and families reported
improvements in activity
levels a year after the
intervention

8. Evidence childhood obesity levels appear to
have plateaued

9. Significant return to the public
purse

10. Shifting the conversation from
expenditure to investment

12. Measurement
baked in
Data
collation key
Working in
partnership

13. Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change
Volume Of People
Depth
Of
Engagemen
t

14. Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change
Econometrics
identifies the
drivers of
response

15. Measurement is
embedded into
product design
Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change

16. Data partnerships enable
robust behaviour analysis
Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change

17. Awareness
Registration
Product usage
Short term
behaviour change
Sustained
behaviour
change
Data partnerships enable
robust behaviour analysis

18. Fostering collaboration

19. Rewarding performance
• Time and value based remuneration (includes an
element of PBR)
• SLA includes KPI’s for
— delivery
— quality
— responsiveness
— financial
— innovation
• Measurement via agency evaluation
• Negotiated between marketing, procurement and agency

20. Recognising performance