The Collaboration Award Shortlist

Public Health Responsibility Deal, Department of Health

The Public Health Responsibility Deal is a large-scale and ground-breaking approach to improving public health. It unlocks the huge potential for industry, NGOs and government to work together in voluntary partnership to deliver better health – rather than relying on the traditional levers of regulation and taxation. The power of voluntary partnerships has been a neglected facet of public policy. The Deal provides a successful example of this innovative approach for other departments to consider.

The Deal is about a broad range of organisations developing and signing up to pledges for action – across the areas of food, alcohol, exercise and healthy workplaces – using new behaviour-change techniques.

Since its launch in March 2011 over 240 leading national and global companies have pledged to take action on nearly 40 pledges that go far beyond what Whitehall could ever have achieved alone. Action over the next few months includes:
•    the removal of artificial transfats from foods;
•    sharp reductions in salt content;
•    calorie labelling in McDonalds and other outlets;
•    unit labelling on over 80 per cent of alcoholic drinks.

A wide range of organisations are also involved in improving health in the workplace and in increasing physical activity levels. Recognising the need to support smaller organisations, Mars, Unilever and Novo Nordisk have pledged to work with local companies to help them improve the health and well-being of their employees. Streetgames will help 50,000 young people access sport in deprived areas. Companies will report publicly on their progress at the end of each year.