South Cambridgeshire has seen the biggest increase in NHS Healthy Start claims in the country, following a targeted campaign encouraging eligible parents to sign up for free food and milk support.
The three-week campaign is projected to have distributed nearly £60,000 of previously unclaimed funds.
The campaign used the District Council’s innovative new Low-Income Family Tracker (LIFT) software to identify families who were likely to be eligible for this support.
The NHS Healthy Start scheme provides vital help for pregnant women and parents with children under four, offering free fruit, vegetables, milk and infant formula to those who qualify. However many people are unaware of their eligibility.
Thanks to the SCDC’s proactive approach, the number of people claiming jumped by over 12% between Feb and March, to nearly 600 residents, compared to a national increase of just 1.4%.
The Council also used the campaign to increase uptake of the Household Support Fund, a one-off payment of £110 to eligible families. An additional 137 applications were completed.
Eligible parents receive a Healthy Start card that can be used in most UK supermarkets, similar to a debit card. The card will be pre-loaded with £8.50 a week for children aged under one, and £4.25 a week for children aged between one and four years old.
The card can be used to buy:
- fresh, frozen, tinned fruit and vegetables
- fresh, dried, and tinned pulses
- plain liquid cow’s milk
- infant formula milk based on cow’s milk
- Healthy Start vitamins – these support a parent during pregnancy and breastfeeding
- Vitamin drops for babies and young children, suitable from birth to 4 years old
The easiest way to apply for Healthy Start vouchers is online at www.healthystart.nhs.uk/how-to-apply. If residents are unable to apply online, they can call the Healthy Start voucher helpline on 0300 330 7010 and a member of staff will help complete an application.
