Lorraine Walsh presented on Laya Healthcare's CSR programme called "Super Troopers with Laya Healthcare". The programme aimed to address childhood obesity by engaging teachers, families, and friends to instill long-term healthy habits in children. It involved developing a unique "health homework" programme for primary schools that focused on physical activity, nutrition, and wellbeing. An initial pilot in 330 schools with 60,000 children was successful, showing increases in children's daily activity levels, fruit/vegetable consumption, and time spent playing with families. The programme also achieved its objectives of growing reach, generating publicity, and increasing brand recognition for Laya Healthcare.
4. Growing concerns around childhood obesity
As an insurer committed to preventative health, we want to
help interrupt this cycle
Our target audience is: 25-44 year old females
Opportunity to bring our promise of ‘looking after you always’
to life
Scene Setting & Insights
5. Research told us who the biggest influencers are in a child’s life
Early intervention helps instill long-term positive change in habits
and behaviours
Scene Setting & Insights
8. Strategy
Strategy
Engage in a memorable and FUN way that boosts awareness and
participation
Be the first health insurer to deliver a bespoke health and
wellbeing experience within a nation-wide primary school setting
Maximise buy-in and participation by involving teachers
9. Strategy
Strategy
Deliver a CSR programme that is committed to long-term change
in attitudes towards healthy eating, well-being and exercise
Ensure the campaign is in-sync with our personality and values
Leverage wider sponsorship assets
12. A unique programme for primary school children developed by
teachers for teachers, in collaboration with Real Nation
Built on three pillars – Physical Activity, Nutrition and Wellbeing
Treat physical activity with the same importance as traditional
homework
Initially piloted in 330 schools with 60,000 children
Super Troopers with Laya Healthcare
13. Optimised to work within the current educational framework and
curriculum:
Recognises opportunity and void between school and home
Addresses schools’ appetite for a sustainable programme around
physical activity
Measurable – regular feedback from parents and teachers
More than a brand sponsorship - long term CSR commitment
Super Troopers with Laya Healthcare
18. Super Troopers has backing of leading experts, delivering additional
credibility and validity among teachers and parents and maximising
launch publicity
Dr. Fiona Chambers
Director of Sports Studies
and Physical Education, UCC
Brian Smyth
Junior Rugby
Development Coach
David Coleman
Clinical psychologist and
parenting expert
Campaign Execution
Expert Ambassadors
20. National launch photo call
Testimonials and case studies of participating schools and families
Expert comment from sports and psychology experts
Campaign Execution
Public Relations – Media Engagement
24. Leveraged existing sponsorship assets – Laya healthcare’s City Spectacular
Presence at Dublin and Cork with OTS of 250,000
Generated mainstream awareness
among our target audience
Boost for recruitment
Sponsored presence at the
Irish Primary Principal’s
Network (IPPN) conference
Campaign Execution
Leverage Sponsorships
25. Comprehensive calendar of content on Facebook and Twitter
Boosted school registrations
Dynamic video content
‘Get In The Game’ Facebook Competition amplified via TodayFM
Campaign Execution
Social Media
26. Bespoke Super Troopers website launched with tailored content and
support for children, parents and teachers
Campaign Execution
Digital Amplification
28. 94% of parents and 88% of teachers agree physical activity homework is a good
idea
84% of parents enjoy taking part in Super Troopers
75% of teachers said the programme encourages a link between home and school
71% of teachers and 70% of parents confirmed an increase
in children’s daily activity levels
66% of teachers reported having fun with their class
doing the activities
Key ResultsKey Results
confirmed an increase
in children’s daily activity levelsreported having fun with
their class
doing the activities
Meeting Our Objectives – Measurable Impact
29. 64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key Results
are drinking more water
have used the Super Troopers
Activity Journal in PE lessons
said children are eating
more fruit and veg now spend more time playing
games with their families
observed increased
concentration levels
Key Results
Meeting Our Objectives – Measurable Impact
30. 64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key ResultsKey Results
Meeting Our Objectives – Grow The Reach
31. 64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key ResultsKey Results
Meeting Our Objectives – Publicity
32. 64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key ResultsKey Results
Meeting Our Objectives – Recognition
33. 64% of children are drinking more water
55% teachers have used the Super Troopers Activity Journal in PE lessons
55% of parents said children are eating more fruit and veg
49% of children now spend more time playing games with their families
25% of teachers observed increased concentration levels
Key ResultsKey Results
Meeting Our Objectives – Recognition