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Identifying the Target Audience(s) 135

which ranged from choice con-
trol within schools to parental Keep satisfied Key players
involvement schemes, dining Department of Health Head teachers
room improvements, head NECE Parents
NSM Centre Children
teacher communication initia- School clerks Caterers
tives, parental education in- School governors Local government office
centives, menu improvements,
curriculum initiatives, cookery Power
lessons, packed lunch regulation, Minimal effort Keep interested
and so on. Furthermore, the evi- Local get-cooking scheme Local health authority
dence base suggested that a coordinators School Food Trust
Local media
whole school approach—which
offers a combined package of
enforcement, support, and edu-
cation (including management
change, curriculum planning, Level of interest
teaching and learning, school
environment, and provision of FIGURE 6-1 Power and interest matrix for the
Northeast project.
pupil support services)—would
be the most successful means of
achieving behavior change (see
http://www.healthyschools.gov.uk/About-Whole-School-Approach.aspx).
What also emerged from this overview, however, was a profusion of informa-
tion initiatives, support services, regulations, guidelines, Web sites, marketing
campaigns, case studies, debates, conferences, awards, and incentive schemes.
Although all the information, legislation, and advice was aimed at promoting
school meal uptake, it could overwhelm the target audience.
In other words, while this wealth of interventions reflected the weight be-
ing given to the school meals debate and marked a positive climate for
change, there was a potential for confusion, overabundance, and fragmenta-
tion within the sector and a need to be alert to proliferation and duplication
as a potential barrier to clear communication of messages, behavior goals,
and targets.

ID EN TIF Y IN G THE TA R GE T A UD IEN C E ( S)

Primary research and interviews with key stakeholders identified that the two
most important influencers of school meal uptake are head teachers and par-
ents. Primary research with local head teachers was completed, and individual