Following the first six main Dutch cities (Amsterdam, The Hague, Rotterdam, Utrecht, Veghel and Zwolle) joining the JOGG programme during 2010, the first half of this year, the second group of JOGG-towns started with 7 new municipalities (Tynaarlo, Borger-Odoorn, Meppel, IJsselstein, Delft, Leiden and Breda). The aim is that in 2015, 75 municipalities in the Netherlands will become active JOGG towns.
The JOGG programme, based on the EPODE methodology, targets young people (0-19 years), their parents and their surroundings. It counts on the active collaboration of all local stakeholders from education, healthcare, business, sports, housing, welfare and media to make healthy eating and exercise easy and attractive for everyone. JOGG is based on five pillars:
Following the first six Dutch cities having launched the JOGG programme in 2010 (Amsterdam, The Hague, Rotterdam, Utrecht, Veghel and Zwolle), a second generation of 7 JOGG towns and the province of Drenthe joined the programme this year (Tynaarlo, Borger-Odoorn, Meppel, IJsselstein, Delft, Leiden and Breda). The aim is that in 2015, 75 municipalities in the Netherlands will become active JOGG towns.
What is going on in the local JOGG towns ?
Pillar 1 Political and governmental support
In all JOGG towns, there is full political support. This means that policy makers of sectors within the municipality (like health/education/sports/social-wellbeing/spatial planning), are actively encouraging JOGG by f.e. instructing professionals to work on implementing the JOGG method. Some of the mayors and city councillors even join the JOGG activities!
Figure 1: The mayor of Utrecht, Mr Wolfsen, joining the Ropeskipping event
Pillar 2 Co-operation between the public and private sectors
Breda, Amsterdam, Rotterdam, Zwolle, Utrecht and Veghel officially signed partnerships with public and private partners. Examples of what private partners do in local JOGG towns: organising the communication of the JOGG activities, participation in the local steering group to help on strategic level, organising finances, supporting the Social Marketing research by giving presentations of their own marketing campaigns, paying the JOGG fee of the JOGG towns and more.
Figure 2: City councillor of JOGG Breda and private partners sign a partnership (Oct 6th 2011)
Pillar 3 Social Marketing and activities
Rotterdam, Utrecht and The Hague are actively implementing Social Marketing methods over their activities.
Utrecht implemented a successful fruit policy at schools in one region of the town. (children are encouraged to eat fruits in the morning breaks). By trying to copy this policy to another region, Utrecht ran into reluctance of the people involved. Through talking to school directors, parents and teachers they highlighted some levers to adopt the fruit policy. At the moment Utrecht is developing a technic (based on marketing technics) to ‘seduce’ the stakeholders of the region to implement the fruit policy successfully. Private partners assist in this process.
Rotterdam carried out a research on how to seduce Turkish and Maroccon mothers to involve all population to live a healthy lifestyle. Based on qualitative research they developed the message ‘You are a good and strong mum when you give your children at least twice a day water’ . All activities are being carried out based on this message and based on the principle ‘make it fun, easy and popular’! Examples of activities are:
- Kick Off: Giving away free waterjugs to mums at schools
- Workshops ‘pimp your own waterjug’ for mums at schools
- Workshops ‘pimp my bottle’ for children at schools
- Introducing drinking water after the lessons in physical activity at school (with the help of the physical activity teachers, children are supported to drink water after the class. This new policy was introduced to the children by a story around ‘Aquaman’; a hero that becomes very strong by drinking water and working out.
Using ambassadors to make water consumption ‘cool’: by showing pictures of popular football players and popstars in the classrooms at schools.
Pillar 4 Scientific coaching and evaluation
The first 6 JOGG towns, together with specialists from cooperation scientific institutes, are working on making a standardized evaluation model in which they will point out clear goals on outcome of activities in JOGG towns, and process goals on implementing the JOGG method. From 2012 all JOGG towns will be using this evaluation model so that results can be nationally compared.
Pillar 5 Linking prevention and healthcare
Similar to pillar 4, the first JOGG towns also come together with specialists on designing a standard model on how to improve the link between prevention and healthcare around overweight and obesity. In 2012 this model will be available for all JOGG towns. Zwolle is one of the leading towns with useful experiences and best practices on this pillar.
JOGG in the press
JOGG Launch event in the Province of Drenthe
JOGG was officially launched in the Province on Drenthe on February 1st, in the very unique and special presence of the Princess Maxima of the Netherlands.
On this occasion, The Covenant on Healthy Weight, the Drenthe local Health Services and the Association of Municipalities of the Province have agreed that all 12 municipalities of Drenthe will be joining the JOGG programme. This will certainly help the province to reach its health goal within 2028. Currently, three towns have joined.
Figure 3: Princess Maxima and the Convenant team at the JOGG launch event in the Province of Drenthe
To see the video of Princess Maxima participation to the JOGG Launch in Drenthe, click here
Cooperation of National Private Partners
The national private partners of JOGG, Albert Heijn, Albron, FrieslandCampina, Nutricia, Unilever and Zilveren Kruis Achmea, help out with our own strategic plan and financial planning, with financial support, with increasing the attention to JOGG in the country by promoting JOGG in newsletters, in their CSR reports and by spreading the word within their network. Besides they take part in the trainings that the JOGG towns receive on Public Private Partnerships and Social Marketing. Locally they are also active in the JOGG towns. Here some examples :
Nutricia: ‘Makkelijke Moestuinen’ (‘Easy Veggie Gardens’)
Utrecht en Rotterdam started ‘Easy Vegetable Gardens’ together with Nutricia in more than 100 day-nurseries. Through this project, young children (0-4) learn where vegetable come from ; they plant the seeds for the vegetables themselves and water them. Also there is other activities and materials on healthy food like games, songs and short stories. Besides, education is given to the pedagogic professionals working with the children and the parents of the children.
Figure 4: Children watering the veggies and city councillor Mrs van der Laan opening the easy veggie gardens in Rotterdam
Zilveren Kruis Achmea : ‘IK Lekker Fit!’ (‘Me Feeling Fit!’)
‘IK Lekker Fit! ‘ is a health promotion program for youth (6-12 years). This project is an initiative of Zilveren Kruis Achmea (a Dutch Health Insurance) together with provincial sports services, health institutes and schools. At the moment the program is running on more than 200 schools in the Netherlands. The program started in JOGG town Zwolle as well. In september 2011, the world record ‘carrot biting’ was gained by children of the province Flevoland, during the launch of the program.
Albert Heijn: ‘Ik eet het beter’ (‘Me eating better’)
Together with the Dutch National Knowledge Centre on Food, Albert Heijn developed an education toolkit for schools. The program has reached more than 4000 schools and is for free. The aim is to implement the toolkit in schools in all JOGG towns.
Figure 5: School lunches and Lessons in taste
Broad national commitment for JOGG
JOGG closely co-operates with partners from both the public and private sectors to make the JOGG-movement a success.