The School Food Trust

The School Food Trust brief to VCCP was to persuade the notoriously hard to reach market of 11-16 year old state secondary school kids to eat more school dinners.

We needed to find a cost effective, fast but most importantly relevant way to talk to the audience. It was clear from the outset that this campaign would need to talk to the audience where they spend their time - and this meant in school and crucially online.

The campaign thought of 'Get Real' asked kids to get real about the food they eat; as well as getting real healthier, more nutritional food into their diets.

The work uses a number of different methods to drive to the Get Real website. Initially, posters were sent to all secondary schools showing chicken parts (heads and feet) served as chicken nuggets, or burgers made from off cuts of meat, gristle and arteries, driving to the website with the question - What's in yours?

Select schools then received an equally appetising poster inviting them to “The Real Fast Food Show” touring the country to provide children with a live show about what goes into the food they eat from fast food shops. At each show a viral film, following the production of a burger, was sent via Bluetooth to the audience's handsets. The show and the viral all further promoted the website and edited videos of the show are to be placed online on completion of the tour.

The website www.getreal.uk.com was designed for accessibility in both flash and html, with the aim to encourage as much participation as possible. Each section invites comments from the users as well as providing further viral films, a section encouraging user to upload there own films and a blog about the issues raised.

The campaign has only been running in earnest for 1 month and has already had over one hundred comments left on the site forum, as well as an astounding 4,800 site hits/unique visitors.