Nkalakatha Schools Programme
As part of their CSI focus, Premier Foods wanted to contribute to the education and upliftment of communities at grass roots level while entrenching their brand in new sales territories within the Western Cape.
Addressing the 9 - 12 year old age group, a tour programme was developed whereby teachers could introduce lesson plans provided by Blue Ribbon and Snowflake into their curricula studies before the children arrived on the tour. The tour then provided practical stimulus that reinforced the key learnings within an outcomes based curriculum. Pre-production entailed the development of a tour video, animated illustrations and worksheets for the learners, a tour script, and educator's modules. The pack continues to provide educators with helpful lessons and the appropriate curriculum links to other subjects, whilst simultaneously giving Premier Foods the chance to facilitate their social responsibility objective by adding value to the educational process.
In 2005, the Blue Ribbon and Snowflake Inkalakatha Schools Programme was launched. This included training grade 4 teacher's on the various modules and providing them with the tools so that they could host the lessons in the classroom. After completing six of the seven modules, a Blue Ribbon/Snowflake Schools representative, equipped with visual tools, visits the class and hosts a fun, entertaining and informative lesson, thus providing the full 'tour experience' to the learners. Due to the success of the programme, a road show and promotional strategy launched in April 2007. The road show has been professionally developed and choreographed incorporating the story of wheat to bread whilst communicating a social message of team spirit.
THE RESULTS: 2006 to 2011
1 673 schools and 923 942 learners were reached.
>50% increase of Bread sales in the targeted areas
100% success rate with regards to positive responses from educators and school authorities relating to the module and road show content and message.