Commissioned by Blackburn with Darwen Borough Council Public Health, Health Equalities Group project managed the delivery of the Give Up Loving Pop (GULP) Sport programme in 2024/25, working with Blackburn Rovers Community Trust to deliver in schools and leading on monitoring and evaluation. The programme reached 32 Year 3–4 classes across 23 primary schools, strategically prioritising those in the most deprived areas.
The programme equips children with the knowledge and tools to reduce their consumption of sugary drinks, adopt healthier hydration habits, and strengthen oral hygiene routines. Delivered through assemblies, PSHE lessons, playground activities and a 21-day “GULP Challenge,” it combines education with behaviour change techniques and practical support such as reusable branded water bottles.
Evaluation results show clear impact. The proportion of pupils limiting high-sugar drinks to once a week or less rose from 39.9% to 57.6%. Water preference increased across school (+7.6 percentage points), sport (+7.6 pp), and out-of-home settings (+13.0 pp), while preferences for fizzy and energy drinks declined. Children also demonstrated improved understanding of drink sugar content, with notable gains in recognising high-sugar products often marketed as “healthy,” such as milkshakes (+21.1 pp). Oral hygiene behaviours improved modestly, with more children brushing twice daily and for the recommended two minutes.
Importantly, positive outcomes were observed across deprivation groups, supporting the programme’s role in addressing inequalities. Targeting schools in high-need areas ensured delivery where it could have the greatest effect.
For commissioners, GULP demonstrates a scalable, evidence-based intervention that aligns with national and international guidance on reducing free sugars and tackling oral health inequalities. The programme delivers measurable short-term change and creates the conditions for longer-term impact, with potential to be embedded into wider prevention strategies.
For further information about the GULP Sport project, please email: michael.viggars@heg.org.uk
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