Channel Four Television Corporation - Jamie’s School Dinners: an integrated campaign which triggered the start of a food revolution

As part of its public service broadcasting remit, Channel 4 needed an issue to champion. It found it in school dinners.
Agency: Michaelides & BednashAuthors: 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...

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