www.magicbreakfast.com

For the most socially disadvantaged children

A better start in life

A better educational experience

A better future

June 2012

Carmel McConnellMagic Breakfast Founder Office 0207 836 5434

MAGIC BREAKFAST Registered Charity Number: 1102510Offices One90 High Holborn London WC1V 7BHTel : 020 7836 5434 e: info@magicbreakfast.com w: www.magicbreakfast.comWinner: Guardian Charity Awards 2005Magic Outcomes Winner Caroline Walker Social Enterprise 2005. Founder Carmel McConnell Winner Social Entrepreneur of the Year 2008

Magic Breakfast is a registered charity, which delivers free, healthy breakfasts to UK primary schools with over 50% free school meals.

Why? Because so many children arrive at school too hungry to learn. For 1 in 4 UK children, school is their only source of hot food.

Magic Breakfast feeds over 6,000 children every morning in over 200 primary schools in London, Birmingham, Manchester, Liverpool, Leeds, Bristol, Sheffield and Rotherham. We have 100 schools on our waiting list.

The charity delivered well over a million free breakfasts in 2011, without public funds and with a staff team of less than three. It now seeks investment and profile to upscale it’s proven approach.

Multiple social benefits and savings are realised by giving the most deprived children the most important meal of the day.

The goal? To make sure every child starts their school with a healthy breakfast, as fuel for learning.

A healthy school breakfast transforms child attendance, punctuality, concentration and behaviour. We feel this is a good value intervention, for just 22p a healthy breakfast provides 4 hours of learning. Magic Breakfast is the largest independent provider of healthy breakfast food to schools in the UK.

For more information please contact the founder, Carmel McConnell 07710 057955. Thank you.

www.magicbreakfast.com

1 in 4 primary school children may be going to school hungry or malnourished, right here in Britain

Why we’re needed

The problem – being solved

People in our communities are going to bed hungry because they can't afford to feed themselves," said Lindsay Boswell, chief executive of FareShare. The charity has seen a 20% rise in the number of people it is feeding – from 29,500 a year to 35,000 in Oct 2011

Nearly 1 in 3 children in England live in poverty. Given that England’s economy is one of the biggest in the world, the figures are astounding. (Save the Children 2011)

A report (Oct 2011) by the Institute for Fiscal Studies projects child poverty to rise by 800,000 children by 2015 as a result of the Government’s policies

Child poverty is the biggest single barrier to children being able to realize their rights in the UK. It is estimated to cost £25 billion a year through costs to business, the police, courts and health and education services. Addressing income poverty is crucial to giving the most disadvantaged children the best chance to fulfill their potential.UNICEF CEO, Dec 2010

“One boy’s behavior was so bad we were about to exclude him. Before I did, I thought, let’s just try asking him to breakfast club. It was magic – he settled. He was just hungry. So simple.”Valerie Figaro, Headteacher, Randal Cremer School, London

The problem – being solved

De Vere Head Chef serves porridge to children at Kingsmead Primary School, Nov 2011

During 2010/11, we were able to..

• Grow impact from 49 to 210 schools

• Deliver over 1m+ healthy breakfasts a year

• Feed 6,000+ hungry or malnourished children

• Become a nationwide charity

• Win with business (our newest partnership is with John Lewis)

• Win with Government (we recently won the Prime Minister’s Big Society Award 2011)

We’d now like to suggest how we might solve the problem for good

We know the model works

• 88% say improved attainment and attendance

• 94% show more positive social relationships

• 93% say increased concentration and energy in class

• 74% have seen improvement in behavior

• 75% have seen improved relationships between parents and the school

• 94% have healthier eating habits

Questioned about the impact of Magic Breakfast support, Headteachers and breakfast club co-ordinators responded as follows

Data from 148 Magic Breakfast Schools, Summer 2011

“Getting the best start in life is important for a child’s future and that can start literally, even before the school day, with a healthy breakfast.

By supporting parents and schools to ensure children kick the day off in the right way, ready to learn and concentrate, Magic Breakfast is playing an important part in this.

Congratulations on such an innovative scheme, and to all the businesses, volunteers, schools and parents involved”.

Prime Minister David Cameron MP, September 2011

Tim Loughton MP, Education Minister presents the No 10 Big Society Award to Magic Breakfast. September 20th 2011

We have developed partnerships with enlightened businesses – our partnership with Quaker Oats and Tropicana fruit juice is vitally important to these children. Our partnerships have grown CSR strategies, community engagement and employee volunteering programmes. We aim for the win-win!

www.magicbreakfast.com

Magic Breakfast business case

• Lack of breakfast• Poor health• Reduced attendance• Poor punctuality• Poor concentration

and behaviour• Impact on

achievement and SATs scores

• Lower baseline on entry to secondary school

• Continued malnutrition and impact on health

• Impact on GCSE (or equivalent) performance

• Increased likelihood of NEETs

• Continued malnutrition and impact on health

• Lower paid work, or likelihood of dependence on benefits.

• NHS pressures due to poor health.

• Increased health spend due to obesity and other diet based health issues

Without Magic Breakfast

With Magic Breakfast

• Every child starts the day with right fuel to learn

• Better health and concentration

• Improved punctuality

• Increased attendance

• Increased achievement and SATs scores

• Achievement at primary school means equipped for secondary

• Responsible attitude to nutrition – healthy breakfast habit

• Improved behaviour• Improved

performance at GCSE

• Increased likelihood of continuing in education or obtaining an apprenticeship

• Increased likelihood of good health

• Increased likelihood of positive social contribution

• Higher paid work (and tax contribution)

• Reduced dependence on benefits.

• Reduced pressure on NHS

• Reduced pressure on public crime spend

“Magic Breakfast is not just about making sure children start the day with a healthy, nutritious breakfast, important though that is. Their work has the potential to strengthen local communities by uniting schools, parents and corporate partners in a very inspirational way. ”Tim Loughton MP, Minister for Children and Families

"Magic Breakfast is an inspirational charity. Carry on the good work; in fact let’s do more: let’s get Magic Breakfast scaled up."Lord Feldman of Elstree, Co-Chairman of the Conservative Party“

“ One boy’s behaviour was so bad we were about to exclude him. Before I did, I thought, let’s just try asking him to breakfast club. It was magic – he settled. He was just hungry. So simple.” Valerie Figaro, Headteacher Randal Cremer Primary, London

A healthy breakfast improves children’s attendance, punctuality, concentration and exam results. Magic Breakfast brings together local schools, parents, teachers, and businesses to give children a better start to the day, and a better chance in life. "Alan Mak, President, Magic Breakfast“

These kids only have one chance at childhood, and one chance at education. Education is going to be their best way out of poverty. By feeding and valuing them, Magic Breakfast makes a practical difference to these children every single day.”Mei Yi Choi, Head of Extended Hours, De Bohun Primary School, Enfield, London“

I really enjoy the tasty healthy food in my breakfast club, there’s variety. And I get to meet my friends and play.” Pupil attending Magic Breakfast club at Kingston Centre PRU, Wolverhampton

Feedback 2011

Stories from Magic Breakfast

SchoolsSome of our children come to school with the remains of yesterday’s take away in their lunch box – some cold fried chicken (mostly bones) and a few cold chips.

At about 11.30 children start going to the classroom door because they can smell the school lunch and are hungry. They can’t wait to get into the main hall to eat. We have to ask them to sit down and wait. It’s heartbreaking.

We’ve noticed some children with distended stomachs through malnutrition. We believe this is because they come from a large families who simply don’t have enough food to go round. On one visit we found a family of 10 living in one room.

*the children in these photos are not related to the stories. Names have been changed

Stories from Magic Breakfast

SchoolsI’ve seen a child slip under his desk, faint with hunger. I’ve taken him out, given him a drink and one of your bagels and he sprang back into life. He’d probably not eaten anything since school dinner the day before. That’s why we rely on Magic Breakfast. With breakfast, children are ready and able to learn.

Oliver was on report nearly every day for disruptive behaviour. Since coming to the breakfast club he’s become a bright and engaged student who is eager to participate in lessons.

Zara, one of our youngest children, often gets in late and quite upset. And if she kicks off, the whole school kicks off. When we realised it was down to hunger we started giving her a bagel and some milk, which settled her down and meant she could join her class without disrupting the other children.*the children in these photos are not related to the stories. Names have been changed

Feedback from Teachers

GREAT GREAT GREAT GREAT!

The breakfast club is like adding a pressure valve in the school – we can sort out problems before they turn into emergencies, just by having a few minutes to talk to the child while they’re enjoying their bagel.

Our children call the bagels: “anti-bullying” bagels. They each share a bagel with someone they don’t know and it’s built strong relationships across year boundaries.

The great thing about the breakfast club is that we can give children some additional support, extra reading or just someone to talk to. It enables children from all classrooms to mix, in a less pressured environment.

*the children in these photos are not related to the stories. Names have been changed

Solving it for good: the ingredients

• Public agenda: make breakfast a national priority! The public and civil society have to understand the long term benefits to prioritize breakfast awareness

• Focus on the family: parents have the skills and food awareness to prioritise breakfast at home

• Focus on the school: all schools, across all income groups, understand the educational benefit from having well nourished students – to prioritize breakfast clubs

• Food aid in extremis: In the poorest communities, schools offer Magic Breakfast clubs as essential fuel for learning, adding exercise (Magic Breakcercise programme) and family food awareness

• No child should miss out on their education and potential future success, because of a lack of breakfast. Not in the 7th richest economy. We think this is a problem that can be solved

• In the next three years, solving the problem means:

• urgent food aid and parent education in the poorest primary schools

• business mentoring & volunteering to ensure each school breakfast club becomes self funding: we have a three year approach for each of our current school partners to achieve this, but your support is absolutely vital

• In the next ten years solving the problem is a leadership issue. Who could harness the collective will of parents, school head teachers, government and business to drive family breakfast uptake? The public health and education business case is robust, and the Government is sold on early intervention

• Magic Breakfast has the skills to make the long term solution work, part consumer campaign, part corporate engagement, part Government/social finance. What we feel is needed is someone with a senior perspective in the UK business community, who cares enough to solve the problem for good.

• We have the partnerships, skill and political backing. What we need now is a unifying leader, with clout.

A leadership invitation

• In the next three years, as we mentioned, solving the problem means:

• urgent food aid and parent education in the poorest primary schools

• business mentoring & volunteering to ensure each school breakfast club becomes self funding: we have a three year approach for each of our current school partners to achieve this, but your support is absolutely vital.

• So what does that cost?

• £10,500 per school, over three years will provide essential food aid, strengthen school performance and create a self funding breakfast club. The Mayors Fund have just agreed to this investment in 50 of London’s poorest schools. Morgan Stanley to 12 in Tower Hamlets.

• £42 per year, £3.50 per month, 22p a day. Gives a healthy breakfast to the child who right now arrives at school too hungry or malnourished to learn.

• We estimate this £42 p.a. will save the school 30 minutes per day, or over £600 in saved teacher time p.a. As well improving child access to education for the whole school morning.

Cost

This is a big problem. It requires a big solution.

2012 - 13• Government and industry

leaders decide to solve the problem for good

• Solution – parent led, with food aid and enterprise support for the poorest schools

• Magic Breakfast seen as the leading health and community leadership delivery partner across Health and Education, to achieve this

• Agree timeline for school and family breakfast uptake

• Agreement on cost of reaching every child who arrives too hungry or malnourished to learn

2012 - 13• Social Finance and

business partnerleadership in place for national "breakfast first" push

• Consumer campaigns and product engagement add finance and national awareness

• Government endorses approach to end of Coalition Parliament – to reach x thousand families and x thousand school children

2013 - 15• National programme in 250

schools reaching most "at risk children and families"

• Agreement on school holiday food programme – Magic Breakfast 365

• Agreement to reach further 750 schools to solve the problem for good

• Start to implement 3-year programme in each, at estimated cost of £10,500 per school including food and self funding training

Solving the problem for good

Clear purpose and leadership

Resources in place

One of the teachers in a Magic Breakfast partner school recently commented

“these kids only have one chance at childhood, and one chance at education. Education is going to be their best way out of poverty.

By feeding and valuing them, Magic Breakfast makes a practical difference to these children every single day”

And we have the opportunity to create meaningful change

As the kids at breakfast clubs say so often…

Carmel McConnell M.MBA, F.RSA,

Magic Breakfast Founder Carmel’s background is a mixture of social activism and senior

corporate roles. Shocked by the numbers of children arriving at school too hungry to learn in London, she founded Magic Breakfast as the first stage in a global approach to give every hungry child a good breakfast as fuel for learning. During 2010 the charity provided over a million free, healthy breakfasts to schoolchildren all over England.

Her MBA is in change leadership and technology, she has worked at senior levels in BT, UBS & 20th Century Fox and has been an adviser to many FTSE 100 clients on change leadership, growth and strategic alliances. Her corporate background specialised in leading technology change in global markets.

While researching her first book, business title Change Activist, she became aware of the problem of children arriving at school too hungry to learn and decided to do something about it. She remortgaged her home to start the project, it now feeds 6,000 children each morning, with no public funds and a team of just three.

Carmel was awarded the Social Entrepreneur of the Year award (New Statesman/Edge) in 2008 and now works full time on Magic Breakfast.

The charity recently won the No 10 Big Society Award and is currently the Pearson UK Employee Charity of the Year.

MAGIC BREAKFAST Registered Charity Number: 1102510Offices : One90 High Holborn London WC1V 7BH Tel : 020 7836 5434 e: info@magicbreakfast.com w: www.magicbreakfast.com

Donate at: www.justgiving.com/ magicbreakfastCaroline Walker Trust: Social Enterprise of the YearWinner: Guardian Charity AwardsWinner; PM’s Big Society Award

www.magicbreakfast.com