Page 158 - Social Marketing for Public Health Global Trends and Success Stories
P. 158

57977_CH06_final.qxd:Cheng  11/5/09  4:39 PM  Page 131






                                                                  Deprivation in Northeast England  131



                     2004, the Department of Health issued a milestone white paper, “Choosing
                     Health,” in which it committed to “improve nutrition in school meals” by revis-
                     ing school meal standards to reduce salt and fat consumption and enhance fruit
                     and vegetable intake, to be enforced through Ofsted inspections; applying new
                     healthy eating standards to cover food across the whole school day; and sup-
                     porting schools to provide the best meal service possible (Department of
                     Health, 2004).
                        In an attempt to improve the standard of school meals, the Department for
                     Education and Skills set up the School Food Trust, a nondepartmental public
                     body, in 2005. Its mission is to transform school food and food skills and pro-
                     mote the education and health of children and young people by improving the
                     quality of food supplied and consumed in schools. Following the report pub-
                     lished by the School Meals Review Panel in October 2005, the trust was tasked
                     with taking forward the panel’s recommendations to transform school food and
                     food skills to improve health and education for school-age children and young
                     people. Whilst the School Food Trust works closely with DfES, it is an independ-
                     ent organization providing information, advice, and guidance to anyone in-
                     volved in school food. In terms of interventions, it covers three main areas:
                     (1) information and support, (2) training and conferences, and (3) funding.



                       DE P RI VATION I N NORTH E A ST E NG L A N D

                     This case study was piloted in Northeast England, which has large areas of dep-
                     rivation. The statistics given here highlight the extent of the deprivation:

                        • The unemployment rate in the region was 6.5% in 2006, the second
                          highest in the UK (Office for National Statistics, 2008b).
                        • The average price for dwellings in the Northeast was £132,000 in 2005,
                          which remains the lowest in England and Wales. This is £60,000 below
                          the national average (Office for National Statistics, 2008b).
                        • Of the 215,430 pupils on roll in the Northeast in 2006, 37,930 (17.6%)
                          were taking free school meals. This is substantially higher than the UK
                          average of 13.3% (School Meal Arrangements, 2006).

                        Health inequalities are a major concern for the Department of Health in
                     England. A recent report found the gap in life expectancy between the bottom
                     fifth and the population as a whole had widened by 2% for males and 5% for
                     females between 1997–1999 and 2001–2003 (BBC, 2005). In England, health
                     inequalities are measured by life expectancy and infant mortality. Northeast
                     England is one of the priority regions with a disproportionate share of health
   153   154   155   156   157   158   159   160   161   162   163