Strengthening Communities

Essex ActivAte DfE Report 2024

Holiday Activity and Food Programme

Essex ActivAte is the name for the Holiday Activity and Food programme run by Active Essex. The programme is delivered across twelve districts in Essex covering Basildon, Brentwood, Rochford, Castle Point, Colchester, Tendring, Epping, Harlow, Uttlesford, Chelmsford, Braintree and Maldon.

There are 42,593 of children and young people on income related free school meals across Essex (data for 2024), with the highest percentage of children living in Essex County Council ‘Levelling Up’ areas such as Basildon, Colchester, Harlow, Tendring, Canvey Island and rural Braintree.

HAF Whos it for
Who is it for?
Children and young people who receive income-related free school meals
HAF Prime
Prime Objective:
to offer engaging physical, enrichment and food activities, as well as a nutritious meal
EA Second
Second Objective:
to support communities with free resources, guidance and signposting

Essex ActivAte work with nearly 100 locally trusted organisations across the county to deliver funded holiday clubs and memorable experiences for young people, helping to support their physical and mental wellbeing, enhance their skills, encourage friendships and try new activities. Clubs also provide a nutritious school standard meal, helping to reduce holiday hunger.

The 'WONDE' central booking system has been in use for a year, allowing partners and the team to check the eligibility of children using the schools' MIS system. Over the past year, this system proved successful, with 95% of Essex schools continuing to release HolidayActivities voucher codes to eligible families via email or text, enabling them to book onto funded local activities.

 
18,000+
unique children and young people supported across Essex ActivAte clubs in 2024
200+
different engaging, physical, enrichment and food activities
 
Essential support for communities

Specialist support clubs

Additionally, specialist clubs focused on mental wellbeing, targeted youth interventions and outreach, and SEND support are offered alongside mainstream provisions, that are tailored to meet the diverse needs of young people.

Providing more specialist support in a safe and inclusive environment, these clubs offer bespoke activities designed to enhance children’s physical and mental health, build resilience, and enhance social connections, ensuring that all children, regardless of their backgrounds or needs, have access to enriching and engaging experiences.

 
216
specialist SEND, mental wellbeing and youth clubs offered across HAF 2024 programmes
23%
of unique children who engaged with the Easter HAF programme had SEND
21%
of unique children who engaged with the Easter HAF programme were of secondary age (11-16yrs)
 
Essex ActivAte offers my disabled son a place to be happy and be himself. He has found a club that he is excited to go to and enjoys being there! Having people that understand his disabilities has made everything easier! It also meant that his little sister, who's classed as a young carer could get some respite and 1:1 time with me, and I can also get things done at home!
Parent from Uttlesford

Easter HAF Programme

The Easter HAF programme with Activate made a significant impact across Essex, offering memorable experiences and supporting families. The initiative provided a vital opportunity for children to stay active, socialise, and explore new skills in a supportive environment.

 
198
fun and engaging activity clubs delivered
6,500+
unique children engaged
77%
club fill across Easter HAF clubs

Activities ranged from multi-sports and arts to Easter egg hunts and baking, ensuring a diverse and inclusive programme for children of all backgrounds. Beyond fun, the programme played a crucial role in enhancing wellbeing and confidence, and supporting families, especially during school holidays. The continued success of the HAF programme highlights its importance in promoting inclusivity, development, and resilience among young people.

As a result of the Easter HAF programme, Essex ActivAte engaged and supported:

  • 4,669 Primary-aged children
  • 846 Secondary-aged young people
  • 152 Children with Special Educational Needs and Disabilities (SEND)
  • 5,667 Total unique children and young people
  • 21,532 Primary attendances
  • 2,797 Secondary attendances
  • 1,398 SEND specialist attendances
  • 78.7% Primary attendance
  • 14.9% Secondary attendance
 
 
Life as a single parent is like climbing a mountain. There will be set-backs, and times when you feel yourself falling, but you just have to hold on and keep climbing. ActivAte has given us the rocks we have needed to keep on climbing. They have helped me to continue working when I cannot afford childcare, they have fed my children during the holidays, at times when I struggled to, and have given my children amazing adventures and happy childhood memories which they wouldn't have otherwise.
Parent from Basildon
 

Summer HAF Programme

As the largest programme of the year, the Essex ActivAte summer HAF was a true lifeline for families across the county. Local organisations pulled went above and beyond by delivering RNLI-led water safety workshops and Olympic-inspired “Path to Paris” activities that encouraged confidence and life skills.

Young people with SEND received further dedicated support through inclusive, low-sensory sessions, which offered safe spaces for children to grow and gave families valuable respite.

 
78,652
spaces booked and attended across Essex summer HAF clubs
84%
club fill across Essex summer HAF clubs
199
fun and engaging activity clubs delivered

As a result of the Summer HAF programme, Essex ActivAte engaged and supported:

  • 6,239 Primary-aged children
  • 1,712 Secondary-aged young people
  • 370 Children with Special Educational Needs and Disabilities (SEND)
  • 8,321 Total unique children and young people
  • 55,566 Primary attendances
  • 9,111 Secondary attendances
  • 3,565 SEND specialist attendances
  • 75.8% Primary attendance
  • 20.8% Secondary attendance
 
The clubs have made a huge difference for my daughter who has autism, gets anxious and struggles socially, so they have been great at encouraging her to participate and gain some independence before starting secondary school. We couldn't afford to pay for holiday clubs so the vouchers are a godsend. We have both had respite which has benefitted her and my mental health.
Parent from Brentwood
 

Winter HAF Programme

The Winter HAF programme brought festive magic to families, offering unique experiences such as Santa visits, theatre trips, and winter wonderlands, helping lift spirits during the colder months.

At a time when the cost of living crisis weighed heavily, the programme provided not just joy, but real relief through hot meals, food hampers, and inclusive, fun activities, giving young people and families a memorable, festive holidays.

 
91%
club fill across Essex winter HAF clubs
2,500+
food hampers were handed out to families, helping reduce holiday hunger
50+
unique family experiences creating lasting memories

As a result of the winter HAF programme, Essex ActivAte engaged and supported:

  • 2,775 Primary-aged children
  • 1,051 Secondary-aged young people
  • 219 Children with Special Educational Needs and Disabilities (SEND)
  • 4,045 Total unique children and young people
  • 8,836 Primary attendances
  • 2,597 Secondary attendances
  • 808 SEND specialist attendances
  • 68.7% Primary attendance
  • 26% Secondary attendance
 
My child is ADHD and has ODD so she needs to be entertained and supervised all the time. Having access to these clubs allow her to get out, be active and interact with others. This gives me a little bit of breathing space. When her allergies are catered for she feels comfortable and confident.
Parent from Harlow
 

Financial Review

Across the year, Essex ActivAte spent a total of £4,297,250 to deliver the HAF programme effectively in 12 districts across Essex. The funding was allocated across key areas, such as:

Holiday Club Face to Face Provision - £3,304,004
Working with over 90 trusted local partners, Essex HAF ran 200+ activity clubs each holidays offering targeted support through SEND, wellbeing, and youth crime prevention hubs. From sports and theatre to pony therapy, bushcraft, and graffiti art, the programme delivered inclusive, enriching activities designed to inspire and uplift every child.

SEND Specific provision - £388,612
The Essex ActivAte SEND offer continues to deliver inclusive, low-sensory sessions led by specially trained staff, by creating safe, supportive spaces where children with additional needs can thrive, while giving families valuable respite and peace of mind.

Remote - £0

Marketing and Communications - £61,919
Continuing to reach and engage as many families and children as possible, Essex ActivAte implemented many different digital and print marketing methods such as paid social media ads, local magazine ads, flyers and posters, childrens activity packs and family support booklets, filming and photography, promotional banners and more.

Management and Administration - £429,724

Capital and Expenditure - £56,500

Additional Costs - £56,491
Funding supported the WONDE/HolidayActivities central booking system, which issued unique codes to eligible families via school MIS data. All delivery partners were onboarded and received ongoing support through drop-in sessions ahead of and during holiday delivery.

Additional Funding Leveraged

Across 2024, the following money was leveraged to support the delivery of Essex ActivAte programmes:

  • Essex County Council half term support - £270,00
  • Local authority support to further support provisions - £22,165
  • Feeding Britain - £1,500
  • Essex County Council SEND support - £42,000

Highlighting locally trusted organisations

At the start of 2024, Essex ActivAte opened applications for new, locally trusted organisations to apply and become a part of the Essex and Thurrock HAF programme. Nearly 100 providers were successful, willing to embed themselves into their local communities to support and engage families, young people and residents through physical activity, enrichment sessions and food education, enhancing their wellbeing.

Ramblers Riding Club

New to the Essex ActivAte programme in 2024, Ramblers Riding Club plays a significant role in supporting families and young people by offering a welcoming and inclusive environment for all ages. The club provides riding lessons, therapeutic horse-riding sessions, and opportunities for young people to develop confidence, discipline, and teamwork skills.

Through structured programmes, the club helps children and teenagers build physical and emotional resilience, while also adopting a sense of community. Families benefit from the club's affordable activities, events, and volunteer opportunities, making it a central hub for recreational and educational experiences.

 
Offering memorable experiences for families

Cast A Thought

Partnered with Active Essex since 2023, Cast A Thought regularly engages in the Essex ActivAte HAF programme, and has successfully introduced children to new skill sets and activities in a safe and tranquil setting.

A breath of fresh air for Uttlesford residents, Cast A Thought offers fishing as an outlet for local families and young people with SEND, integrating fishing with outdoor learning, cooking and first aid, providing a holistic approach to mental health support.

 
Fishing for mental wellbeing

Read more about some of our locally trusted organisations

Strengthening Communities

Ramblers Riding Club

Read more about Ramblers and it's impact on the Rochford community

Ramblers Riding Club 2 2
Strengthening Communities

Outdoor activities for young people

Read more about Cast A Thought

IMG 20240808 WA0048

Partnerships

As part of the HAF programme, Essex ActivAte works closely with locally trusted organisations to establish key partnerships, helping to enhance their provisions which in return, enrich children’s education and skillset's.

Path to Paris

The 'Path to Paris' initiative by Get Set UK, in partnership with Team GB and Paralympics GB, aims to inspire schools, families, and communities to get active by virtually traveling to Paris for the 2024 Olympic and Paralympic Games.

Following the Path to Paris initiative, the summer HAF programme saw children and young adults with SEND, try inclusive sports inspired by the Paralympics, such as archery, boccia, taekwondo, and athletics. The activities, chosen by the participants, were tailored to their specific wants and needs, boosting their confidence and self-esteem, and were delivered by local partners and organisations.

Read more about the Path to Paris partnership here.

 
114
children and young people tried new, unique sporting activities
5
summer HAF providers took part in the Path to Paris initiative
 
I really liked trying something new. My favourite part was kicking the pads!
Child, Roots To Wellbeing
 

Water Safety

With over 200 water accidents annually in the UK, Essex ActivAte partnered with the RNLI to educate children and families on water safety. The RNLI provided specialist training to Essex ActivAte club organisations, enabling them to deliver water safety messages as part of various workstreams. This partnership aimed to reach and support many individuals by promoting key water safety messaging.

Read more about the RNLI partnership with Essex ActivAte here.

 
538
unique children engaged in water safety workshops across the summer holidays
25
Essex ActivAte organisations were trained by the RNLI
 

Supermarket Support

Food insecurity affects many families, especially those relying on free school meals. Essex ActivAte addressed this during the school holidays with nutritious meals, healthy snacks, and food education sessions.

Clubs offer fun food activities such as cooking and tasting, with options like salad bars and colourful fruits and vegetables to encourage trying new foods. This year, local cafes, shops, and supermarkets supported these activities with donations of fresh fruit, snacks, ingredients, and prizes.

Read more about the supermarket support with Essex ActivAte here.

 
Our local Sainsburys gave us some fresh fruit parcels and we had a local Morrisons give us some outdoor activities such as frisbees, bubbles, and skipping ropes!
Provider from Rochford

Active Essex hold a unique position within the Public Health team at Essex County Council, enabling them to champion HAF at a strategic level across the county. Their involvement in key system boards — such as Health and Wellbeing, Children’s Partnerships, Cost of Living Groups, Community Safety Partnerships, the ICB, and Education Teams — ensures the programme is integrated and widely supported.

Strong working relationships with Early Years, Wrap Around Care, Short Breaks, Libraries, and Levelling Up further enhance collaboration. Through a place-based approach, Active Essex connects closely with community hubs, Children and Family Services, social workers, and referral partners to maximise reach and impact for eligible children and families.

Want to read more about other partnerships?

Children and Young People

Path to Paris

Providing new opportunities to young people

20240830 114955
Children and Young People

Move With Us Leaders Academy

Supporting the next generation

EA CS 8
Sport and Physical Activity

Sport and Youth Crime Prevention

Reducing anti-social behaviour

EA CS 9

Marketing and Communications

An effective marketing and communications plan was put in place to support the lead up to the summer holiday programme, as marketing has been instrumental to Essex ActivAte’s success over the past year, enabling the programme to connect with both new and existing audiences across the county.

By implementing a range of marketing approaches, the initiative has effectively communicated it's support to eligible young people and families, leading to greater awareness and, in turn, increased engagement.

Digital

Digital marketing methods, including targeted social media advertising on Facebook and Instagram, were pivotal in raising awareness of the ActivAte offer. Additionally, display ads across internet browsers helped extend reach and engage new audiences. Infographics helped to show the impact of Essex ActivAte on communities, as well as digital presentations and reports, to help showcase the programme further to stakeholders and local authorities.

Generic bus rear and panels also promoted the ActivAte offer early on in the year, and DAX adverts were piloted ahead of Easter, to 'smart' target specific audiences who would be eligible for the programme, as well as reach new audiences, across platforms such as Spotify and YouTube.

During the summer holidays, two clubs were selected to capture videography on the clubs impact and to showcase the activities on offer that young people participate in.

Print

With print noticeably being a strong marketing advertisement for ActivAte, a range of flyers, posters and guides were created to promote the parent booking journey, helping to support families on how to claim, book and use their voucher code.

Each locality hub received a promotional ActivAte 'kit' containing flyers, business cards, a roller banner, table topper, and table cloth, to support their presence at community events and help raise awareness of the ActivAte offer.

A dedicated leaflet drop in Easter and local magazine ads in Easter and summer were carried out, targeting areas of communities with high levels of deprivation.

Continuing to partner with Community Dental Services, 8,000 oral health packs including a toothbrush, toothpaste and teeth cleaning chart were distributed to families at Easter, educating young people on the importance of oral hygiene.

21,000 childrens activity booklets and family support leaflets were also handed out across summer and winter programmes, to engage and educate children at home, also inspire households on how to get active, courses, community activities, resources and guidance.

 
142,970+
impressions through targeted Meta ads in 2024
62,000+
residents reached through targeted Meta ads in 2024
63,780+
views on the Essex ActivAte website in 2024

Looking ahead to next year, ActivAte will continue to harness marketing as a key driver of awareness, community engagement, and participation in holiday programmes, by focusing on improving the parent voucher code experience and broadening their reach and engagement within local communities.

Share Connect Collaborate Event

2024 saw the first Essex ActivAte, Share Connect Collaborate event take place, welcoming nearly 100 locally trusted organisations who deliver the programme, to celebrate key achievements and share and learn new ideas for their provisions.

Four key workshops took place, including using local insight packs focusing on the valuable insight of local communities and using data to explore how it can be used to reach the right people, using evaluation to show impact and influence others, highlighting the importance of food education, and an introduction to the #MoveWithUs campaign and how providers can get involved.

The day was successful, as it encouraged organisations to network, learn key knowledge and celebrate the success of the HAF programme.

 

Holiday Activity and Food Programme Easter Evaluation

Since 2021, the Essex ActivAte programme has been breaking down barriers by offering dynamic, free physical and enrichment activities, alongside nutritious meals, family support, and food education during school holidays. This initiative has become a lifeline for children on free school meals and those from low-income families, providing robust support to local communities. The continued funding has significantly advanced the programme's impact, which was detailed in a comprehensive report commissioned by Active Essex. The evaluation during the Easter offer considered the social return on investment, impact on young people and families, local organizations, and the wider society.

The programme has proven effective in supporting children, young people, and their families, who now rely on it to feed and care for their children during school holidays. Discontinuing the funding would not only halt this progress, but also potentially reverse the remarkable strides made in fostering resilience and empowering families and communities to thrive independently.

The evaluation highlighted the social, environmental, and economic impacts of the programme, emphasizing its value in improving wellbeing, education, and community development.

The estimated social value generated by the 2024 programme in Essex is £22.5 million, with 250,000 meals provided since 2021 to reduce holiday hunger. For every £1 spent on delivery, at least £4.49 of social value was generated, demonstrating the programme's significant return on investment.

 
£4.49
of social value was generated during Easter 2024, for every £1 spent
£22.5
million is expected to have been generated across 2024 programme in social value
840
local people gained paid employment for Easter 2024 programme

Essex ActivAte's commitment to supporting families and young people through holiday activities demonstrates its vital role in building community resilience and enhancing the quality of life for children and their families. The programme's success underscores the importance of continued funding and support to ensure its sustainability and expansion.

 
I actually have no idea what I would do without the holiday clubs! The staff are so friendly and caring and my three children love going which makes my life even easier and supports my mental health. The fact that they get to try new activities is great!
Parent from Chelmsford
 
 
 
Loading...