The 'Lunch Bunch'

In order to appeal to kids and make them enjoy learning about good food, which will in turn appeal to the parents, i have chosen to create several characters for a 'Lunch Bunch' team. My plan is that i will be able to appeal to parents through excellent content and via their childrens enjoyment, as parents just want the best for their kids and therefore my 'lunch bunch' will appeal to them. This will be an online team of fruits and vegetables that will teach kids about healthy eating. They will also be feautured in pamphlets and posters which will also teach about healthy eating.
Here is a first mock-up of Robin/Rafael/Rupert/Ringo/Ronald/Romilda/Reuben/(insert relevant name here) Raspberry...

He would be just one character in the lunch bunch and i am thinking of using real fruit as the characters to ensure children recognise what it is they should be eating.

Target Audience

My main target audience is young parents with children aged between 4 and 13.

  

My TA are often very careful and can be confused, because young families who are just starting out are not used to many of the conventions of parenting, in order to make my campaign appeal to them i will break down the facts and basis for my campaign simply and directly. They are often drifters or trendies and are therefore indecisive, because of this, i will have to offer a cool, but proven campaign in order to appeal to them. My campaign is likely to appeal to them though as many young parents are puritans and they will feel like they’ve done their bit for their child if they support my campaign.

My Secondary TA are generally very enthusiastic, as well as having a need to achieve, so this is one of the things that must be reflected in my campaign. They are also often egoists and in order to get the most out of their life they want fun and to be healthy, both of which my campaign offers, these are also often drifters meaning they will just do what they’re parents offer.

My Checklist

I decided to make a checklist to ensure i do enough research and planning throughout the project. This is becasue i often get excited by th product and plough on ahead with that, rather then developing the concept as i know i should.

Checklist

Research and Planning pages:

1.     TA Profile (1)

2.     Lifestyle and Health problems of TA (1)

3.     Concept Page (1)

4.     Branding and Logo for Campaign (2)

5.     Branding and Logo for One Step 21 (2)

6.     Primary research (2)

7.     Representation (2)

8.     Typography Page (1)

9.     Colour Page (1)

10. Key art (1)

11. Name and Slogan for campaign (1)

12.  Study of Similar Campaigns (2)

13.  Study C+C’s of Product choices (3-4)

14.  Branding and Logo for my campaign. (2)

15.  Analysis of first Product.(4)

16.  Analysis of Second Product. (4)

17.  Analysis of types of advertising (2)

Study of Similar Campaigns

Facts in button form fill up Jamie Oliver's school section of Jamie's food revolution, it is a very interactive setup, with the ability to sign up to an online petition.

 
It even features tips on how to act, and how to share the idea, through social networking etc. in a 'top 5 actions' bar on the right hand side of the page. The bar can be found on this page...

http://www.jamieoliver.com/us/foundation/jamies-food-revolution/activists

Research of Obesity Levels in Primary School Children

Nearly one in four children starting primary school are either overweight or obese, according to government figures which also show that by the time they leave aged 11 the proportion has risen to one in three.

The scale of the epidemic is made clear by yesterday's release of the latest results of the National Child Measurement Programme, which showed that 22.9% of four and five-year-olds are either overweight or obese, indicating that there is a serious problem before children even reach school.

By year 6, it has got worse, with 31.6% of children overweight or obese. In both age groups, boys are more likely than girls to be overweight.

Childhood obesity is more prevalent in London than anywhere else in England and Wales, with 11.3% of four- and five-year-olds and a huge 20.8% of 10- and 11-year-olds having a severe weight problem. The south-east coast has the fewest overweight pupils - 14.9% in the reception class. The south-west has the fewest overweight children in year 6, at 14.9%.

(2008 report by The Guardian)

Very little has changed since this point except the issue gets gradually worse each year.

This is a more recent report by the same paper.

Almost a quarter of children are overweight or obese by the time they start primary school, and more than a third are unhealthily heavy by the time they leave, new NHS statistics reveal.

The data, based on measuring the height and weight of more than a million pupils in England, prompted calls for renewed government action to tackle what experts called the "childhood obesity crisis".

In 2009-10 around 9.8% of four- and five-year-olds were classed as obese when they arrived in reception class. But among 10- and 11-year-olds in year six, that had almost doubled to 18.7%, according to the latest annual figures from the National Child Measurement Programme (NCMP) contained in a report from the NHS Information Centre.

Almost one in four reception pupils was either overweight or obese – 23.1% – while among year six children the figure was 33.4% – more than a third. While both figures are only slightly up on last year, when the equivalent figures were 22.8% and 32.6%, they underline the continuing rise in the number of young children with weight problems.

(December 2010 report by the guardian)

 

Research of other campaigns

Jamie Oliver's School Dinners

2005 was a big year for Jamie. Disgusted at what rubbish our kids were getting fed at school, he signed up as a dinner lady to make the Jamie's School Dinners TV series. Jami wanted to show how little government was spending and demand proper standards to get rid of the junk. He had to prove that, for the same price as a bag of crisps, only 37p, he could produce a properly cooked, nutritious meal at lunchtime.

Jamie had no idea that School Dinners was going to start such a massive campaign and that it would get support from parents, teachers, kids and even a few governments all over the world.
Shortly afterwards he wrote the book Jamie's Dinners, to try and provide people with quality options for the way families live now. Most of the recipes use ingredients you can buy in any high street, and you'll find accessible, affordable new ideas for all the old favourites – soups, salads, pasta, meat, fish, desserts, and creative veg.

There's a whole chapter on the not-so-humble sarnie and there's also a section called Family Tree, showing you how, by mastering one core principle, you can expand your repertoire as a cook and start thinking about food in a whole new way.
A year later Jamie revisited the school dinners campaign to see what effect, if any, the government changes had made to schools in Greenwich and beyond, this was documented in Jamie's Return to School Dinners.