Essex ActivAte DfE Report 2025
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 44,846 of children and young people on income related free school meals across Essex (data for 2025), 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.
Essex ActivAte partners with over 100 trusted local organisations across the county to deliver funded holiday clubs and enriching experiences for young people. The programme supports physical and mental wellbeing, helps to build skills, encourages friendships, and provides opportunities to try new activities.
As part of the offer, each session also includes a nutritious, school-standard meal, helping to address holiday hunger.
The ‘HolidayActivities’ central booking system has been in place for three years, enabling partners and programme staff to verify children’s eligibility through schools’ MIS systems. Over the past year, the system has continued to perform strongly, with 97% of Essex schools issuing HolidayActivities voucher codes to eligible families via email or text. This has streamlined access and supported families to easily book funded activities within their local area.
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.
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.
Activities included a mix of multi-sports, creative arts, seasonal events like Easter egg hunts, and baking, offering a varied and inclusive programme for children from all backgrounds. Beyond providing enjoyment, the programme supported children’s wellbeing, built confidence, and offered valuable support to families, particularly during the school holidays.
It's ongoing success highlights the vital role it plays in promoting inclusion, personal development, and resilience in young people.
As a result of the Easter HAF programme, Essex ActivAte engaged and supported:
- 4,322 Primary-aged children
- 1,787 Secondary-aged young people
- 1,649 Children with Special Educational Needs and Disabilities (SEND)
- 6,109 Total unique children and young people
- 19,944 Primary attendances
- 5,952 Secondary attendances
- 4,074 SEND specialist attendances
- 77% Primary attendance
- 23% Secondary attendance
Summer HAF Programme
As the largest programme of the year, Essex ActivAte summer HAF remained a vital lifeline for families across the county. Local organisations went above and beyond, delivering not only holiday clubs but also a wide range of community family events in every district throughout the summer holidays.
Young people with SEND also received further dedicated support through inclusive, low-sensory sessions, which offered safe spaces for children to grow and gave families valuable respite.
As a result of the Summer HAF programme, Essex ActivAte engaged and supported:
- 6,125 Primary-aged children
- 2,306 Secondary-aged young people
- 2,600 Children with Special Educational Needs and Disabilities (SEND)
- 8,431 Total unique children and young people
- 59,009 Primary attendances
- 13,118 Secondary attendances
- 13,024 SEND specialist attendances
- 82% Primary attendance
- 18% Secondary attendance
Summer Community Events
Essex ActivAte’s summer community events gave families the opportunity to enjoy memorable experiences together in parks, town centres and community venues throughout the holiday period. A wide range of partners worked collaboratively to deliver welcoming, accessible events that complemented the wider holiday club offer and strengthened support for local communities.
Families took part in an exciting mix of activities, from sports and creative sessions to performances and games, while enjoying free food that encouraged them to stay longer and spend quality time together. The events supported children to try new experiences, build friendships, and stay active, while also helping to strengthen community connections and increase engagement with local opportunities.
Summer SEND Activities
Essex County Council strengthened the Essex ActivAte summer HAF SEND provision by allocating additional funding for increased SEND places, which proved highly effective in supporting a stronger and more inclusive universal offer.
Working with trusted local partners, the programme delivered a wide range of inclusive, enriching activities designed to build confidence, support wellbeing, and create safe spaces where young people could thrive.
The impact extended beyond the children themselves, offering families much-needed respite and reassurance through accessible, supportive environments. Strong collaboration and targeted funding ensured a diverse and high-quality offer, helping to reduce isolation and increase opportunities for participation across the county. The offer demonstrates the essential role it plays in delivering inclusive provision and improving outcomes for young people with additional needs
Winter HAF Programme
The Winter HAF programme brought festive magic to families, offering special experiences such as Santa visits, theatre trips and winter wonderland events, helping to lift spirits during the colder months.
At a time when the cost of living continued to impact many households, the programme provided not only moments of joy, but meaningful support through hot meals, food hampers and inclusive, engaging activities, ensuring young people and their families could enjoy a memorable and positive festive holiday.
As a result of the winter HAF programme, Essex ActivAte engaged and supported:
- 3,131 Primary-aged children
- 1,195 Secondary-aged young people
- 1,443 Children with Special Educational Needs and Disabilities (SEND)
- 4,326 Total unique children and young people
- 10,412 Primary attendances
- 1,746 Secondary attendances
- 794 SEND specialist attendances
- 86% Primary attendance
- 14% Secondary attendance
Financial Review
Across the year, Essex ActivAte spent a total of £4,326,710 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 - £3,452,506
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 - £421,648
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 - £30,000
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 - £351,705
Capital and Expenditure - £0
Additional Costs - £70,851
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 2025, the following money was leveraged to support the delivery of Essex ActivAte programmes:
- Essex County Council half term support - £296,000
- Local authority support to further support provisions - £61,300
- Essex County Council additional SEND support - £81,700
- Total funding leveraged - £439,000
Highlighting locally trusted organisations
At the start of 2025, Essex ActivAte opened applications for new, locally trusted organisations to join the Essex and Thurrock HAF programme. Nearly 100 providers were successfully onboarded, each committed to embedding themselves within their communities to support and engage families, young people and residents. Through a varied offer of physical activity, enrichment sessions and food education, they played a key role in enhancing wellbeing and creating more accessible opportunities across the county.
The Holiday Club, Tendring
The Holiday Club is a valued community provision, offering inclusive holiday activities that support children’s wellbeing, confidence, and social development. With strong local relationships, the club provides a safe and welcoming space where children return year after year and families feel supported.
The organisation has expanded its offer through funding and partnerships, strengthening SEND provision and creating more opportunities for young people and families. It also helps reduce pressure on parents while building stronger community connections and pathways for youth development.
The Ark Centre, Harwich
The Ark Centre plays a vital role within the Essex ActivAte programme, providing a lifeline for families with children who have special educational needs and disabilities. At the heart of it's offer is a commitment to creating a safe, welcoming space where every child is accepted for who they are, with no judgement. This inclusive environment allows children to feel comfortable, build confidence, and engage in activities that meet their individual needs.
Through sensory play and tailored sessions children are supported, whilst offering parents much-needed reassurance and respite. The club has become a trusted hub within the community, celebrating each child’s uniqueness while strengthening connections and improving family wellbeing. It's role goes beyond activity provision, helping to create a supportive network where both children and families feel valued and empowered.
Rosedan Breakfast and Afterschool Club, Harlow
Rosedan is a leading, locally trusted provider for children and young people in Harlow, delivering high-quality holiday, breakfast and afterschool provision that goes beyond childcare. With a strong community presence, it supports families through engaging physical activity, positive role models and inclusive experiences that help young people build confidence, social skills and a sense of belonging.
Through its work within the Holiday Activity and Food programme, Rosedan has achieved consistently high demand while continuing to grow through strong partnerships and local connections. Supported by Active Essex, it has expanded its reach and impact, becoming an award-winning organisation that plays a key role in strengthening communities and supporting families.
Crafty Katie, Wickford
Crafty Katie continues to create a vibrant and inclusive space for families, offering a range of engaging craft sessions and creative activities where young people can enjoy fun, hands-on experiences during the school holidays.
These sessions go beyond simple entertainment, providing meaningful and memorable experiences throughout the summer break. For many children, they offer a chance to feel connected, express creativity, and be part of something positive and enriching within their local community.
Partnerships
As part of the HAF programme, Essex ActivAte works closely with locally trusted organisations to build strong partnerships that enhance delivery and expand opportunities. This collaborative approach helps create inclusive, high-quality provision that enriches children’s experiences, supports skill development, and benefits families and communities.
Move with Us Leaders Academy
The Move With Us Leaders Academy (MWULA) played a key role within the Essex ActivAte programme last summer, empowering young people aged 12–18 to develop as leaders, volunteers, and coaches. The programme was highly successful once again, engaging young people in the delivery of HAF clubs and providing structured support to help them build confidence, develop new skills, and gain valuable hands-on experience.
Delivered in partnership with local organisations, MWULA also supported participants to work towards recognised qualifications, strengthening their future education and employment pathways. By enabling young people to transition from participants into leaders, the programme not only enhances individual development, but also creates positive role models, helping to strengthen communities and inspire others to get involved.
Read the full case study here.
Active Essex holds a unique position within the Public Health team at Essex County Council, enabling it to champion HAF at a strategic level across the county. Its involvement in key system boards, including Health and Wellbeing, Children’s Partnerships, Cost of Living Groups, Community Safety Partnerships, the ICB, and Education Teams, ensures the programme is well integrated and widely supported.
Strong relationships with Early Years, Wrap Around Care, Short Breaks, Libraries, and Levelling Up further strengthen collaboration. Through a place-based approach, Active Essex works closely with community hubs, Children and Family Services, social workers, and referral partners to maximise reach and impact for eligible children and families.
Marketing and Communications
A targeted marketing and communications plan was delivered throughout 2025, building on the strong role marketing has played in ActivAte’s continued success. This approach enabled the programme to effectively engage both new and existing audiences across the county, clearly communicating the support available to eligible young people and families, increasing awareness and driving higher levels of engagement.
A key focus throughout the year was on family engagement, ensuring parents clearly understood the voucher code process for accessing and booking activities.
Easter HAF
For the Easter HAF programme, a continued focus on promoting voucher code redemption proved key to engagement. Building on previous campaign learnings, a targeted communications approach was delivered, including local magazine advertising across March and April alongside paid social activity.
The digital campaign ran over three weeks in March, reaching more than 31,300 Essex and Thurrock residents and achieving a strong 12.9% engagement rate, helping to raise awareness, drive uptake, and ensure more eligible families could access holiday provision.
Summer HAF
Preparations for the summer HAF programme began early, with a strong focus on engaging families and ensuring parents clearly understood the voucher code system for booking. Alongside ongoing communications with partners and parents, a targeted paid social media campaign launched from early June, promoting key booking dates and voucher releases. A follow-up retargeting campaign reinforced messaging around the voucher process, helping to increase awareness and drive uptake across the county.
This was supported by a coordinated print and community outreach approach, including leaflet drops and magazine advertising in priority areas with higher deprivation, new club provision, or historically lower attendance. In total, the campaign reached 34,344 residents through paid social, distributed 12,000 leaflets in targeted locations, and delivered 12 print adverts across 6 local magazines.
To meet ongoing demand, a further 5,000 children’s activity booklets and 3,000 family support leaflets were also distributed to clubs and stakeholders, helping to amplify the summer offer and connect more families to support.
During the summer holidays, videographers also captured a range of organisations across the county to showcase the diversity of activities and provision on offer. The content highlighted the breadth of experiences available, from community events and creative sessions to sports and family activities, demonstrating how different providers are supporting children and families in engaging, inclusive environments.
Winter HAF
December’s winter HAF programme was supported by a focused DAX campaign and targeted social media activity, helping to maintain strong visibility and engagement throughout the festive period. The DAX campaign achieved 149,946 listens over five weeks, reached 78,857 parents across Essex, and delivered a strong 94.39% listen-through rate, demonstrating high engagement during a busy time of year.
Seasonal resources, including Christmas stockings, crayons, and updated activity and family booklets, added value to the offer, encouraging continued participation at home. Together, this blend of digital outreach and practical resources ensured families could stay connected to the programme, even if they were unable to attend in person.
During this, procurement opened for new and existing providers to join the HAF programme for the next three years, supported by refreshed guidance to enable confident planning and delivery. Social media campaigns were also used to engage and recruit partners.
Generic Communications
Further promotion throughout the year included continuous communications across social media platforms, ensuring the programme remained visible and consistently promoted to families. This was supported by wider marketing activity such as bus rears and liners to amplify the Essex ActivAte offer to residents across the county, alongside printed materials for providers, including outdoor vinyl banners and A5 leaflets, to support local promotion, raise awareness and help parents book onto local clubs.
The Essex ActivAte Partner Hub also played a central role in maintaining effective communication across the programme, acting as a single, accessible platform for delivery partners and stakeholders. It provided a dedicated space for key updates, guidance, training materials and promotional resources, as well as marketing toolkits and branded assets for local use, helping to ensure consistent messaging while strengthening the promotion and delivery of HAF activities to families.
Looking ahead, ActivAte will continue to utilise marketing as a key driver of awareness, engagement and participation, with a focus on improving the parent voucher code experience and extending reach within local communities.
ActivAte’s ongoing commitment to supporting families and young people through its holiday activity programme highlights its vital role in building community resilience and improving the wellbeing of children and families. By providing safe, engaging environments, access to nutritious meals, and opportunities to build confidence and social connections, the programme continues to make a meaningful and lasting impact at a local level.
The success of ActivAte demonstrates the importance of sustained investment and partnership working, ensuring the programme can not only continue to meet demand but also adapt and expand to reach more families in need.
