‘Breakfast credentials…’

1. Breakfast Clubs and Convenience Stores in the West MidlandsTony ApicellaNational Programme Director www.breakfastclubplus.org.uk www.continyou.org.uk

2. ‘Breakfast credentials…’ www.breakfastclubplus.org.uk www.continyou.org.uk

3. ContinYou - Changing lives through learning ContinYou is a registered charity and we are one of the UK's leading community learning organisations with experience of successfully delivering programmes for over 25 years. We base our work on the following beliefs: • Learning is about much more than what happens at school. • Learning is a lifelong process. • Access to learning is a crucial factor in achieving social justice. • Learning, we believe, can transform everyone's life chances, their outlook and their health. www.breakfastclubplus.org.uk www.continyou.org.uk

4. ContinYou’s Breakfast credentials • National lead organisation for out of school activity and childcare since 1993; • Kellogg’s Partnership – Breakfast Club Plus since 1998 • Department of Health (England) ‘Food in Schools’ Breakfast and Cookery Club programme 2004 - 2006 • Food Standards Agency – What’s Cooking? programme 2005 - 2007; • Lottery funded What’s Cooking Kids? and What’s Cooking Together? programme 2008 – 2011; • Welsh Assembly Government’s Cymru Cooks programme 2007 – 2009; • BBC’s Blue Peter Charity Partner 2009 – Mission Nutrition www.breakfastclubplus.org.uk www.continyou.org.uk

5. ‘How far have we come…?’ www.breakfastclubplus.org.uk www.continyou.org.uk

6. Breakfast Club Timeline • 1997 – ‘Fit for School’ estimated 500 clubs • 1998 – ContinYou/Kellogg’s Awards 1080 applications (30% Start Up Awards) • 2000 – ContinYou/Kellogg’s Awards 1240 applications (40% Start Up Awards) • 2001/2008 – Breakfast Club Plus website averages 15,000 hits and 3,500 downloadedtoolkits per year • 2006/2011 – Breakfast Club Plus Master Class Grant Programme – over 300new clubs and £135K of funding • 2009 – ContinYou/Blue Peter Family Breakfast Club Grant programme – 1348 applications in two weeks! • 2010 – ContinYou/Kellogg’s UK-Wide Survey – over 4,000 clubs logged… and counting! www.breakfastclubplus.org.uk www.continyou.org.uk

7. ‘Why do schools and communities start breakfast clubs?’ www.breakfastclubplus.org.uk www.continyou.org.uk

8. ‘Breakfast Club Reporters’http://www.radiowaves.co.uk/story/179231/title/BreakfastClub www.breakfastclubplus.org.uk www.continyou.org.uk

9. “If we can just get them to school….then that’s 50% of the battle…” (Head Teacher 1999) www.breakfastclubplus.org.uk www.continyou.org.uk

10. www.breakfastclubplus.org.uk www.continyou.org.uk

11. Our partnership approach with Kellogg’s • Together since 1998 • Promoting “breakfast culture” not cereal • Recognising excellence – National Awards • Investing in sustainable development through Master Class Grants • Investing in evaluation and research • Investing in resources and support through the website and publications • Partners in Change4Life and Breakfast4Life • Corporate/Third Sector excellence recognised www.breakfastclubplus.org.uk www.continyou.org.uk

12. ContinYou and Kellogg’s are national partners in • Specifically - ContinYou were commissioned to develop the • Breakfast4life ‘Local Supporters’ toolkit www.breakfastclubplus.org.uk www.continyou.org.uk

13. Clubs can change eating habits! www.breakfastclubplus.org.uk www.continyou.org.uk

14. Breakfast Clubs & Convenience Stores With over 4,000 breakfast clubs throughout the UK ContinYou realise that many clubs are situated in communities that are also valuably served by a local convenience store. Through our work, especially our National Awards Programme, we have been able to identify and work with many clubs who have developed flourishing and beneficial two-way partnerships with local community stores. As a result of this work ContinYou is currently working with the Department of Health and the SHA in the North East of England on a pilot of linking breakfast clubs to local convenience stores in order to promote Change4Life and Breakfast4Life. www.breakfastclubplus.org.uk www.continyou.org.uk

15. Breakfast Clubs & Convenience Stores ContinYou’s work with the Department of Health in England to develop links between breakfast clubs and local convenience stores in support of Change4Life and Breakfast4Life. This work includes: • Mapping our breakfast clubs with local stores; • Facilitating the introduction of the breakfast club with the local store and its owner or manager; • Briefing and supporting the breakfast club on how they can add value to the store’s work with the community; • Briefing and supporting the local store on how they can add value and support to the local breakfast club (school); • Raising the profile, ‘in school’ and ‘in store’ regarding Change4Life and Breakfast4Life; • Supporting a launch ‘breakfast club event’ to which the store owner/manager is invited; • Providing ongoing support via telephone, email and website. www.breakfastclubplus.org.uk www.continyou.org.uk

16. Breakfast Clubs & Convenience Stores What are the benefits to retailers? • Clearly branded messaging that demonstrates the support being given; • Sponsoring and supporting the local breakfast club builds customer loyalty and therefore sales in their stores; • Regular contact with local schools; • Ability to market the fact that the store is the local provider of products to the breakfast club; • Ability to support Change4Life and Healthy Eating via the partnership; • An opportunity to find other ways of partnering with schools, in supporting Change4Life, once relationships have been formed. www.breakfastclubplus.org.uk www.continyou.org.uk

17. Breakfast Clubs & Convenience Stores What are the benefits to the breakfast club? • Support within the community for their breakfast club; • Potential for reduction of costs/overheads through donations, in-kind provision; • A valuable resource for the school in the community with potential for further opportunities such as a store visit; • Ability to support Change4Life and Healthy Eating via the partnership; • An opportunity to build up a sustainable local business partnership, supporting Change4Life, with the store once relationships have been formed. www.breakfastclubplus.org.uk www.continyou.org.uk

18. Breakfast Clubs & Convenience Stores in the West Midlands As a national voluntary sector partner for Change4Life in England and through our successful breakfast club and other health related work ContinYou wish to submit a proposal to strategically link breakfast clubs and local convenience stores across the West Midlands in support of Change4Life. Our delivery would include: • Working strategically with Dept. of Health West Midlands, The Association of Convenience Stores and the Symbol Group Stores; • Mapping Convenience Stores with established breakfast clubs in their localities via our MasterclassGrantProgramme with integrated training and database of established clubs; • Facilitating and supporting the initial relationship between the breakfast clubs and the stores via face to face and distance communication; • Strategically supporting the staging of initial launch ‘breakfast club events’ to profile the partnership within the local community and across the West Midlands; • Visible branding in both breakfast clubs and local convenience stores; • Incentivising ‘best practice’ for all partnerships (both clubs and stores); • Staging targeted press and media coverage; • Providing ongoing support via telephone, email and website; • Monitoring and evaluating the programme; • Programme report. www.breakfastclubplus.org.uk www.continyou.org.uk

19. Contact detailsTony ApicellaNational Programme Director0044 7768 635456tony.apicella@continyou.org.uk www.breakfastclubplus.org.uk www.continyou.org.uk