Hull City Council is strengthening its support for pregnant women, new parents and young children with the launch of a new vitamin distribution pilot across three Family Hubs, building on two years of innovative work to increase uptake of the NHS Healthy Start scheme.
The pilot, now running from Fenchurch, McMillan and Marfleet Family Hubs, gives eligible families quick, local access to free vitamins. These vitamins support the development of babies and young children and promote good health during pregnancy and breastfeeding. The initiative forms the next step in the council’s ongoing work to ensure families have access to essential nutrition and early support.
The scheme complements extensive efforts already underway across Hull to raise awareness of NHS Healthy Start, a scheme which provides eligible pregnant women and families with children under four with prepaid cards to buy fruit, vegetables, milk, infant formula and vitamins.
A whole-city approach to improving children’s health
Since autumn 2023, Hull City Council has taken a “whole systems approach” to promoting the Healthy Start scheme, working with partners across the city to embed messaging into everyday services and conversations. Over the past two years, the council has:
- Promoted Healthy Start across all council channels, including social media, newsletters, websites and public venues.
- Shared a video on Hull City Council’s YouTube channel, featuring Hull workers and volunteers, encouraging families to sign up.
- Added Healthy Start prompts to customer service call scripts, ensuring staff can signpost during conversations about bills, debt or grants.
- Briefed library customer service teams so they can raise awareness with families who come in for payment support.
- Ensured Healthy Start is part of annual update training for infant feeding staff, the Hull Warm Homes team, Early Help teams and community organisations.
- Collaborated with Hull Women and Children’s Hospital at Hull Royal Infirmary to include Healthy Start in antenatal education sessions.
- Encouraged health visitors, Family Hub staff and Early Help Activity Coordinators to promote the scheme during sessions with families with children aged 0-2 years old.
- Shared Healthy Start information through shopping centres and shops that accept the Healthy Start card.
Andy McKee, Early Help Health Co-ordinator at Hull City Council, said:
“We know the Healthy Start scheme is incredibly important for families in Hull, particularly in areas of high deprivation. Our aim has been to take a whole-city approach, so families hear about the scheme from the people they already trust – whether that is health visitors, midwives, community workers or Family Hub staff.
Councillor Linda Tock, Portfolio Holder for Children’s Services, said: “The new vitamin pilot is an exciting next step. By making vitamins easy to access locally, we’re helping to give children the best nutritional start in life.”
Hull City Council will continue monitoring uptake of Healthy Start and plans further innovation to ensure families receive the support they are entitled to.
It only takes a few minutes to check if you qualify for Healthy Start and you can apply today – click here to start – or watch this video to find out more.