Challenge :: On the back of the national awareness that Jamie Oliver managed to generate over school dinners, the department of education set up a sub-department called the School Food Trust. One of the key aims for the SFT is to change kids perception of school dinners and educate them about what really goes in to junk food. On the back of this, integrated agency Branded Moments of Truth (BMT) were tasked to develop a groundbreaking child engagement programme through schools nationwide to influence children to increase the uptake of school dinners. The main aim of the activity was to get kids to eat in their canteens and start to understand the short term and long term health benefits of eating healthy. Fundamental to the success of this activity, our communication needed to be credible, relevant and engaging. www.bmt.uk.com

Delivery :: Assisting BMT with the planning and deployment of the activity our involvement included search and selection, full profiling, training, ongoing motivation initiatives, incentivisation, quality control and retention of the staff. Credibility was the key to this campaign, and the onus was on us to deliver brilliant staff, all of a presenting background with experience in 'live cooking'.  Through the use of engaged, age relevant dialogue and excellent role play, our team interacted with groups of up to 70 children at a time.  The opinion shift was staggering with almost 100% of the audience changing their opinions on eating habits, post each event.  The initiative has been incredibly successful and taken place over 2 phases. Phase 1 reached 18 host schools and a further 36 schools visiting the event, with an overall audience of 8,000. Phase 2 visited 41 schools with an additional 12 external schools attending the shows. The shows were witnessed by 19,309 students, an average of 462 per school day.

Activity Type :: Educational Roadshow

Provision :: Management Team / Compere & Presenters / Chefs / Venue Scheduling / Vehicle Logistics / Accommodation & Subsistence / Evaluation &  Measurement