As a game or web widget there would be some leverage and can be available on Xbox, Wii and PS2.

Such campaigns can go right into the household to the very point where meals are prepared and consumed.

To change legislations Newspapers and news TV may be an, all be it expensive, media.

But Newspapers and news TV for these ‘hard to reach’ publics? I don’t think so!

As a result, why the award – because they got loads of coverage in an inappropriate media?

Try something better than butter for this cat and then come back for the award.

We do need some more imaginative judges for such awards.

Certainly there is peer pressure, so the coolest kid in the school eating salad and drinking mineral water isn’t going to do any harm, but what about away from school?

A mate of mine has been a key player in the Schools Meals Trust and in the whole food/school sector long before it was a twinkle in Jamie’s career. In his experience, the biggest challenge is the opinion formers at home. Busy, lazy or chronically junk-fooded parents or siblings tend to dictate eating habits for 2/3rds of mealtimes (unless kids have breakfast at school).

Therefore, not only do the kids have role models that are communicating contrary messages to the school, but they are also being asked to take on the role of opinion formers themselves to change the family habits. A tough task at the best of times and an interesting communication challenge.