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Food Dudes

Food Dudes

Appointed to raise awareness of Food Dudes, Firework implemented a rapid response campaign, achieving national television and radio success.

Brief

Firework PR was appointed by social enterprise Food Dudes to raise awareness of its healthy eating programmes for primary schools across the UK and Ireland aimed at tackling the growing issue of childhood obesity. The organisation wanted to raise its profile within the local government Public Health sphere, as well as amongst the teaching and education communities. Professor Fergus Lowe, founder of Food Dudes, developed research focused on behaviour change within the health domain; he advised British and Irish Governments and the European Commission on changing children’s eating habits and is Vice-Chair of the EU’s Scientific Expert Panel for the School Fruit Scheme.

Activity

Firework developed a ‘thought-leadership’ campaign combining content, media relations and speaking opportunities using Professor Lowe as the lead spokesperson offering insight, advice and information on the growing issue of childhood obesity. Firework positioned Professor Lowe as an expert commentator and created awareness of the Food Dudes programme within national media. A rapid response campaign was instigates, monitoring relevant news and issues and Firework created a series of content articles and blogs for education and health media.

As part of the Food Dudes core press office activity, Firework handled Food Dudes’ inclusion as partner on the Government’s School Food Plan announcement, liaising with the Department for Education and the programme partners.

Results

Firework successfully secured coverage with BBC Breakfast, which included filming interviews with one of the Food Dudes programmes at a primary school in the West Midlands together with a Food Dudes spokesperson. This was repeated throughout the Breakfast programme and then continued on BBC News 24.

Coverage was also achieved on BBC Radio Manchester, BBC Wales and BBC Radio West Midlands. National education media and regional press also covered the Food Dudes campaign.

Testimonials

"The Firework team interpreted the essence of our brand and translated that for the media demonstrating their understanding of the core health issues in this arena and delivering high profile commentary opportunities for us from the off. Firework worked as a strong extension of our team with a great combination of advice and enthusiasm."
Professor Fergus Lowe, Founder and Chairman, Food Dudes Health.