Oliver was successful, at low cost, by working locally with ambassadors, and using guile, humour, interaction and persuasion. Surely this is what is needed from public health initiatives in these cash-strapped times?
Also, was Oliver's initiative guilty of being 'top down'? Campaigns need strong leadership and, yes, he provided that. But a wide range of national and local partners, alongside a swathe of the general public, also backed the campaign.
The legacy of Oliver's campaign is that the Greenwich schools involved found their children performed better academically after eating a nutritious meal. The overall numbers taking school dinners has gone up. Ultimately one initiative is never going to change an audience's behaviour for good - but Oliver made a brilliant start.
Ed Gyde, CEO, Audience Communications
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