One hundred secondary school teams of up to six students on each team have successfully reached ‘phase two’ of the NDC Milk It Awards for 2014.
The schools include Scoil Mhuire, Carrick-on-Suir, and Ursuline Convent, Thurles.
The NDC Milk It Awards invites students from 1st - 6th year in the Republic of Ireland to form an advertising agency with up to six team members and to create a campaign based on a brief and guidelines.
The national initiative is intended to be a fun and engaging way for teenagers to learn about the nutritional benefits of the ‘milk, yogurt and cheese’ food group, whilst offering cross curricular applications for both teachers and students. It was developed against a background of research from a national survey showing that 42% of Irish teenage girls and 23% of Irish teenage boys have insufficient calcium intakes.
A total of 358 school teams from 22 counties initially registered for the 2014 NDC Milk It Awards. This year has seen 1,554 secondary school students actively participate in the first phase of the competition - involving the preparation of a campaign outline and submission to the judges in a two-minute video pitch. This is the highest number of participating students in the four year history of the national competition.
The 100 teams from 22 counties who will go through to the next phase will turn their ideas into action. The students will have media and nutrition guidance and web support to help them expand their projects, so that they can show how their creative and strategic campaigns can be activated.
Based on this expanded work, the judges will, at the end of March, announce a further short-list of 20 national finalist teams (10 Junior and 10 Senior), who will exhibit their work at the national finals and pitch to a panel of specialist judges. The national finals of the NDC Milk It Awards, to be presented by 3e’s Deric Hartigan, are due to take place in Dublin during National Dairy Week, on 15th May, 2014.