What is FitSchools?

A school award scheme that promotes and

acknowledges action for health.

The scheme is long-term, giving each

participating school a framework for

progression through a multi-stage award.

RedBranch will provide schools with a full

range of resources at every stage of the

scheme.

Why is FitSchools Needed?

Most Irish children are not physically active and have poor eating habits – these are MAJOR risk factors for Heart Disease, Cancer, Stroke and other chronic illnesses.

Childhood obesity rates are increasing. The currently high rates of Heart Disease, Cancer & Stroke in Ireland WILL increase.

Irish schools currently DO NOT support healthy lifestyle – e.g. 40% of National Schools have banned running in the playground; the most common food sold in Irish schools is chocolate.

How Does FitSchools Work?

School is assessed and guided

through a goal setting process

School implements FitSchools projects to achieve health

related goals

School projects are supported by

FitSchools resources

School is assessed and awarded

relevant FitSchools level

Schools progress to next stage of

the award scheme

Children & young people

make informed healthy food

choices

Children & young people

participate fully in regular

physical activity

Parents are more aware of the

importance of healthy lifestyle

The Aims of FitSchools

Objectives

Reward schools for promoting good diet and physical activity

Change school culture so that healthy lifestyle is promoted in all areas

of school life

Positively influence the attitudes of children,

young people and parents

Provide schools with a range of resources that

support positive change

FitSchools Activities

School implements FitSchools resources

Changing attitudes, school culture &

environment: FitSchools status awarded

School assessment and

goal setting

Outcomes

School environments that fully promote healthy lifestyle in a sustained,

holistic way

Healthier, more active children who carry healthy

habits through into adulthood, with reduced risk

of serious chronic illness

Reduced levels of childhood obesity

Better informed children, young people & parents

The Vision

FitSchools has a national profile – all 4000 Irish

schools engage with the programme.

FitSchools is a sustained & ongoing part of school

life in Ireland.

Children choose good diet and regular physical

activity.

Parents are more aware of the importance of

healthy lifestyle choices.

By 2015

Benefits to Sponsors

Brand positioning by association with a high

profile & successful initiative that fights childhood obesity

Raise brand awareness and create preferences: reach 1,000,000 school aged children and their

parents

Boost visibility in the community: image,

prestige and credibility increased

Create positive PR, promoting a

wholesome & healthy corporate image

Media

Coverage 2011

• Official launch & press releases

• YouTube channel/Facebook page operational

• Launch of www.fitschools.ie

• Cawley Nea providing pro-bono PR support

2012

• Local press releases from 50 schools

• National media coverage

• Social media uploads from individual schools

2013

• Local press releases, 600 schools

• Extensive YouTube/Facebook coverage

• Nationwide launch

The Path

2011

•10 schools engaged with FitSchools pilot

•Dedicated RedBranch project worker employed

• Support material, website, YouTube & Facebook developed

•PR campaign begins

2012

•50 schools actively involved with FitSchools

•PR activity increased

•Project worker plus trained RedBranch volunteers

• Full FitSchools infrastructure in place

2013

•600 schools engaged with FitSchools

•Expanded nationwide PR campaign

• Full team of project workers plus trained volunteers

•Ready for National penetration by 2015

2011 Operations

• FitSchools toolkits developed for distribution via web

• Website/YouTube Channel in operation

• First 10 schools receive level 1 FitSchools award

• PR campaign increases profile

Objectives

• Full time FitSchools project worker

• Website admin support

• Print materials, advertising & travel expenses

• PR support (Cawley Nea pro bono support)

Resources Required

• Project materials complete and ready to scale upwards

• 10 schools fully engaged with FitSchools

• Achieve national and local publicity

• Next 40 schools recruited

Outcomes

2012 Operations

• Initial schools receive award, move into phase 2

•Further 40 schools at Level 1

•Development of FitSchools support material expanded

•National press coverage

Objectives

•Full time project worker employed

•Web development services

•Print materials, advertising & travel expenses

•PR services (Cawley Nea pro-bono)

Resources Required

•Web systems fully operational

•50 schools engaged with FitSchools

•National and local publicity

•Viral spread via website/YouTube/Facebook

Outcomes

2013 Operations

•550 schools at Level 1

•National media profile

•Build capacity to deliver FitSchools nationally

•Gain government/departmental support

Objectives

•Regional project workers employed (x5), plus trained volunteers

•Web admin support & central content development team

•Print materials, advertising & travel expenses

Resources Required

•FitSchools programme begins national expansion

•15% of all schools engaged with FitSchools: reaching 120,000 children & their families

•National publicity

Outcomes

2011 Costings

Resource Cost

Full time FitSchools project worker 40,000

Simple website development 5,000

Print materials 2000

Travel 3000

Branding & PR (Cawley Nea) Pro-bono

Total €50,000

2012 Costings

Resource Cost

Full time FitSchools project worker 40,000

Website & web content development 30,000

Print materials 5,000

Travel 10,000

PR (Cawley Nea) Pro-bono

Administration (part-time worker) 20,000

Total €105,000

2013 Costings

Resource Cost

Full time FitSchools project workers x 5 200,000

Website hosting & maintenance 5,000

Content development (full time worker) 45,000

Print materials 5,000

Travel 30,000

Administration (full time worker) 36,000

PR 20,000

Total €341,000

SummaryFitSchools provides an opportunity for sponsors

to engage with a high-profile programme that

will have a major impact on the health of Irish

children.

The programme has the potential to reach

120,000 children and their families by 2013,

rising to potentially 1,000,000 children by 2015.

Early stage sponsors will secure the opportunity

to retain their involvement as the programme

grows in profile and gains National penetration.