Merseyside-based agency Ice will promote the Healthy Schools Programme: the target is to have 50 per cent of UK schools signed up to the scheme by the end of 2007. Every school in the UK is expected to adopt the programme by 2009.
‘All schools will have to pass healthy eating and wellbeing accreditation, which includes certain levels of teaching in the areas of sport, food and diet, emotional health and social education,' said Ice PR manager Anna Beaumont.
As well as educating young people, school networks, parents and primary carers on health issues, the intention is to reduce health inequalities.
A three-year campaign will centre around a website where teachers, parents and pupils can download information, guides and toolkits. With an annual budget of £400,000, the campaign will promote the website to national and trade press and educational supplements.
Child obesity has doubled in the past 10 years, according to the Health and Social Care Information Centre, and campaigners have warned of a ‘health timebomb'.
DfES guidelines require school meals to include at least two portions of fruit and vegetables; deep-fried food is restricted. From 2008, secondary school pupils will be offered cookery lessons.