|Agency: Michaelides & Bednash||Authors: Jason Gonsalves, Cameron Saunders, Joanna Bamford, Rufus Radcliffe and Nick Stringer|
Channel 4 – Jamie's School Dinners: an integrated campaign which triggered the start of a food revolution
As problems go, the diet and long term health of our nation is about as big as they come. At the time of writing the headlines were of obesity doubling amongst teenagers in the past year – a “ticking timebomb” threatening to place enormous future burdens on the NHS, cutting short thousands of lives.1
This paper demonstrates how Channel 4 made a real...