Children & Young People Social Marketing Programme

Workstream:	Corporate Improvement and Value for Money – Business Transformation
Title:	Children & Young People Social Marketing Programme
Scope:	Sub-regional South Yorkshire
Funds awarded:	£200,000
Lead contact:	Peter Mucklow Tel: 0114 2735720 Email: peter.mucklow@sheffield.gov.uk
Background:	This application supports the delivery of a range of priority outcomes for South Yorkshire related to children and young people’s aspirations, attainment and enterprise; these include a number of Local Area Agreement and Local Strategic Partnership targets. This programme will support partners in tackling a key challenge across the region – that of children and young people’s low aspirations, attainment and enterprise. The programme strategically fits with the priorities of the Regional Improvement and Efficiency Partnerships. It also fits with the South Yorkshire shared priority of community engagement and communication. It provides leadership, challenge and support for public sector improvement. It will result in the transformation of public services in a key area. This programme will add value and drive innovation and share learning.
Delivery:	This phase will deliver: o Asset Map of all current projects, skills, capacity across the sub-region for tackling youth aspiration and attainment. o Demographic atlas of the region drawing on all available published data and the results of bespoke research commissioned by this project. o Commission bespoke quantitative and qualitative research among target groups focussed on attitudes, behaviour and recommendations for service change to improve outcomes. o A review of evidence about what works and best practice to improve youth aspiration at a local, national and international level, including if possible cost-benefit analysis. o Insight and segmentation of key target groups and recommendations for actions for each of these groups. o Produce recommendations for further research and data gathering based on gaps in evidence, data and market research. o Produce a full scoping report and recommendations including a plan for social marketing work/ interventions and SMART objectives for future programme delivery either as part of the full social marketing programme, or as individual programmes either for implementation across the full sub-region or individually.
Outcomes:	The project outcomes of this phase will be: o Better planning through improved intelligence o Better commissioning based on better research and data gathering o Increased profile of the agenda across the sub-region o Consensus on the priorities and how they should be tackled o A centre of expertise and experience will be developed o Improved dialogue with clients – young people and parents, contributing to the Community Engagement priority o Better networks across the sub-region o Better employer engagement with education o Improved, value for money, efficient services which offer coherent and co-ordinated high quality support to all users o A transformation in the way partners work including a: · More client and community driven approach to the development, delivery and evaluation of services · Fundamental shift to way of working - requiring a cultural shift in many organisations and services across the partnership. · Full staff development programme. o Agreed targets for the following: · PSE, CCL, SATS, GCSE Diploma and A level results · absenteeism in schools · bullying in the region · young people continuing into higher education · the number of young people in employment/ decrease in Not in Education Employment or Training (NEET) · the number of young people attaining level 2 at 19 · the number of young people believing they can reach their goals · the confidence amongst parents that their children will have a good future · the number of parents who believe they have an important role to play in supporting their children to reach their life goals · the number of teenage conceptions · Health indicators for example substance misuse, breast feeding, childhood obesity, smoking cessation rates, emotional health and well being · Crime and Anti-Social Behaviour including incidents of arson and young people entering the Youth Justice system. · children and young people who believe that (named agencies) are there to help and support them.
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