New Media Awards 2007 Atos Origin

Back to the Table Campaign

http://www.backtothetable.co.uk

Nominated in Advocacy award category.

The campaign Back To The Table was launched in 2004 by parenting website www.raisingkids.co.uk. Raisingkids is a parenting website committed to supporting all parents in the difficult job they do. The campaign aims to encourage families to eat together by highlighting the benefits of family mealtimes. The premise is simple; families that eat together eat better but they also communicate better and build stronger bonds. The campaign begins in October with the launch of Back to the Table Week, backed by with a significant publicity drive to attract parents to the campaign website www.backtothetable.co.uk.

1 nomination from readers

  • Last year over 3500 parents were surveyed online and the subsequent press release, entitled The Parent Pendulum Swings Back, caught the public imagination. On and offline publicity reached millions of people and attracted over 30,000 visitors to www.backtothetable.co.uk. Across the internet, websites concerned about nutrition, education, parenting and health picked up the story and linked to site, as did the BBC, GMTV and Sky.

    Over the years the campaign website has grown with increasing user-based functionality. There are downloadable invitations to dinner, downloadable posters for anyone working with families, galleries of families eating together and every day of the week hundreds of parents swap recipe ideas in the forums.

    The effect the campaign has had in pushing this agenda is clear. A recent survey of 1000 families revealed that 70% of British families now eat together at least three times a week. Back To The Table’s most recent survey of 3388 parents, found that 89% believed eating together regularly was the key to improving family life.

    Government ministers have caught up– Hazel Blears last year promoted the family meal as part of the Government's Respect agenda. Opinion formers across the childcare spectrum, celebrity chefs, as well as children's charities have pledged their support for our aims. But it's when huge brands such as Bisto, put millions behind a family meal campaign, that we know we're really getting somewhere.

    In 2007 Back to the Table Week will launch with the results of a new web-based survey. Initiatives will include Back to the Table podcasts and member blogs and a Back To The Table special from our online chef. Based on the success of the campaign over previous years, we are confident of widespread support from child care experts, celebrities, charities, schools and social services.

    Nominated by Dr Pat Spungin, 31 May 2007

8 comments from readers

  • Raisingkids.co.uk are a fantastic website - they have certainly helped me from pregnancy to childbirth to problems with my 13 year old.

    Submitted by Sam Chisholm, 31 May 2007

  • Raisingkids.co.uk is a site not just for parents, but also those working with children and going through tough times needing advice. I found this an amazing support network and my health has improved in more ways than i can say on this comment box since i became a member.

    Submitted by Heather Robinson, 31 May 2007

  • Back to the Table played a huge part in our family sorting out its unhealthy and family-unfriendly eating habits. We got our first family dining table, introduced new rules. TV was turned off, and from the campaign and forum posts, we got loads of new recipes to try. Now, we all eat together as a family at least once a day, and are much closer as a result! Thankyou "Back to the Table"

    Submitted by Marcel Booth, 31 May 2007

  • message as posted before, although i got the rating wrong!

    Submitted by Heather Robinson, 31 May 2007

  • The Back To The Table campaign has really helped me to get all my family sat round the table together at mealtimes. My fussy eater has started to eat all her dinner most days and will try new things, so her little brother is copying good habits now. Dinnertime has gone from dread to delight thanks to this campaign and the Raising Kids website in general is fantastic.

    Submitted by Catriona Berry, 31 May 2007

  • A simple, but effective campaign that can really make a difference to family life.

    Submitted by B. Stott, 31 May 2007

  • RaisingKids has brought my family closer together by introducing Back to the Table.We now actually sit and talk and find out what everyone has done that day.Its more relaxing too as the kids enjoy setting the table for our tea..and even clearing away!keep it up RK.

    Submitted by Beverley Mowbray, 01 June 2007

  • Raising kids have been promoting not only Back to the Table for some time, but have been supporting any issues around family life, which often get raised at the table during meal time family talks. The Back to the Table campaign is bringing back an important part of family life, which is missing in some families and Raising Kids such be proud of the work they have been doing in trying to implement its return. Meal times together are paramount to a happy family. Well done RK.

    Submitted by Chris Turner, 01 June 2007