Page 165 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH06_final.qxd:Cheng 11/5/09 4:39 PM Page 138

138 CHAPTER 6 ■ Increasing School Meal Uptake in a Deprived Region in England

before the “Jamie Oliver campaign.” Commonly, there will be packed-lunch
policies and school gardens in this head teacher’s school, and there is an open
door for the caterer. This head teacher is commonly asked to pilot new ideas
or marketing promotions. This head teacher will have an effective “Golden
Table,” and the cook and dinner nannies (the colloquial name for school din-
ing hall supervisors) will sometimes take part in other activities in the school.
“25’s the maximum [number of packed-lunch places allowed]—I’ve set a
number . . . it’s understood now, we’ve had 8 or 9 years of that.”
“I do dinner duty every day. If I don’t my deputy does.”
The steering group agreed to concentrate on only two segments initially: disen-
gaged and confused and trying within their field.

AI M S AN D O B J E C TIVE S

The overall aim of this project was to arrest and then reverse the decline in
pupils’ uptake of healthy school meals, and to maintain and increase their up-
take at key stage 2 (aged 7 to 11). The SMART objectives set for the project were:

1. Increase by 3% in a two-month period the number children in key stage 2
eating school meals one to three days a week.
2. Increase the number of head teachers who receive and read the newsletter by
15% by July 2009.
3. Increase the number of head teachers who attend a meeting with their local
catering manager by 10% by September 2009.
4. By the end of summer term 2009, most head teachers who received the inter-
vention will have a better understanding of their role in school meals, to be
measured by qualitative research.
5. By the end of summer term 2009, most head teachers who received the inter-
vention will have better knowledge of the nutrition standards and know
which myths are false, to be measured by qualitative research.
6. By the end of winter term 2009, the dinner nannies who have attended the
training will have the following proficiencies:
• Customer service skills.
• Positive behavioral management/motivation techniques.
• Basic first aid.
• Food and nutrition knowledge.
7. By the end of summer term 2009, the amount of food and packaging waste
will have decreased by at least 5%.