foodfitness is based on sound science and has developed from current research on healthy eating and physical activity. In the development of the programme, FDF established a panel of experts in nutrition and physical activity to act in an advisory capacity. These experts worked with the food and drink manufacturing industry to develop the scientific basis for the foodfitness messages, combining healthy eating and physical activity.
Consumer Research
Detailed focus group research was key to developing the scientific messages, information and creative approach of foodfitness. Consumer research was undertaken twice during the campaign development: in 1995 and 1996. On the basis of this research, revisions were made to the messages and presentation. These were integrated into a new-look Activater magazine and posters, which feature the lively, healthy-eating Activater family, and their sedentary neighbours, the Dolittles, whose diet and activity levels could be improved.
How Was foodfitness Piloted?
The effectiveness of foodfitness messages and materials were evaluated by a pilot scheme during Summer 1996. The pilot schemes used the Activater magazine together with associated posters, leaflets and other materials to help instigate new health promotion activities and enhance existing initiatives.
Nine 'best practices' in health promotion across the country piloted foodfitness by incorporating the materials into their own health promotion activities with different audiences, involving:
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Schools |
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Workplace healthy eating programmes |
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General Practitioners' surgeries (doctors, practice nurses, dietitians) |
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Pharmacies |
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Supermarkets |
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Leisure centres |
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Public libraries |
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Healthy catering initiatives |
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Health promotion schemes |
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Exercise referral schemes |
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Walking programmes |
Evaluation
The focus group consumer research and the pilot schemes formed the basis of detailed evaluation of the foodfitness messages and materials with different audiences, at various locations throughout England and Scotland. Results from the evaluation programme led to revisions in the foodfitness healthy lifestyle tips and significant changes in structure, content and layout of the Activater magazine to simplify and clarify the approach with the aim of facilitating lifestyle change.
