Carmel McConnell was our dinner speaker at the CLC Conference. Carmel started up the charity Magic Breakfast 10 years ago, when she found out that 1 in 4 children went to school hungry in the UK. They now provide 8000 breakfasts daily to hungry school children, she was an amazing speaker, and truly passionate about this fantastic cause!
4. Carmel McConnell
F.RSA, M.MBA,
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 2012 the charity provided
over a million free, healthy breakfasts to schoolchildren all over England, improving
child attendance, punctuality, concentration and behaviour.
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, best selling 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 7,500 children each morning and the charity plans to solve the problem for
good.
MAGIC BREAKFAST
Registered Charity Number: 1102510
Offices : One90 High Holborn
London WC1V 7BH
Tel : 020 7836 5434
e: info@magicbreakfast.com
w: www.magicbreakfast.com
Donate at:
www.justgiving.com/ magicbreakfast
Caroline Walker Trust: Social
Enterprise of the Year
Winner: Guardian Charity Awards
Winner; PM’s Big Society Award
Carmel is a member of the Government’s School Food Plan expert panel, working with
Henry Dimbleby and John Vincent of Leon, to improve school food. It is hoped that the
Plan will result in a wide range of school food improvements, including breakfasts.
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 won the No 10 Big Society Award and is currently the Pearson UK Employee
Charity of the Year. Magic Breakfast is proud to be the 2013 Charity Partner for the
Prime Minister and No 10 Downing Street.
www.magicbreakfast.com
21. We offer a healthy breakfast to children
who might otherwise start their school day
too hungry to learn.
Magic Breakfast is a loving, optimistic
charity which wants every child to have a
good breakfast everyday, part of getting
the best start in life.
It’s a charity with a great track record,
ready to grow, now looking for more great
corporate partners.
Carmel McConnell
Magic Breakfast Founder
Office 0207 836 5434
November 2013
www.magicbreakfast.com
22. Why we’re needed – UK child
poverty
Poverty limits children’s opportunity to reach their full potential, and disadvantage is often handed down from generation to generation: poor children often end up being poor
. (Department for Education)
adults
•
There are 3.6 million children living in poverty in the UK today. That’s
27 per cent of children, or more than one in four. (CPAG)
•
Child poverty is projected to rise with an expected 300,000 more
children living in poverty by 2015/16. This upward trend is expected
to continue with 4.2 million children projected to be living in poverty by
2020 (IFS)
•
32% of UK school children regularly skip breakfast in the morning
(University of Essex)
•
A survey held by The Guardian Teacher’s Network saw 55% of
teacher responding thatup to a quarter of pupils arrived hungry; 28%
said up to a half of their children did; 8% said it was up to threequarters; and 2% said it was every pupil.
•
Child poverty has long-lasting effects. By 16, children receiving free
school meals achieve 1.7 grades lower at GCSE than their wealthier
peers. Leaving school with fewer qualifications translates into lower
earnings over the course of a working life. (CPAG w. DoE Statistics)
UK map showing % children living in poverty 2012
23. What does Magic Breakfast do, & want to achieve?
Magic Breakfast is a registered charity, which delivers
free, healthy breakfasts to UK primary schools with over
40% free school meals. It has a team of just 7 and no
public funds. It plans to end child hunger as a barrier to
education first in the UK, then globally.
Our goal? To make sure every child starts school with a
healthy breakfast, as fuel for learning. Children arrive hungry
and malnourished at school due to 3 main reasons, family
poverty, lack of family nutrition awareness and lack of time in
the morning. But that doesn’t mean the child should miss out
on their morning of study.
We believe a healthy breakfast is essential fuel for learning,
ideally provided by a parent at home, but if not, at school.
Magic Breakfast feeds 8,000 children every morning in
over 240 primary schools in London, Birmingham, Manchester,
Liverpool, Leeds, Bristol, Sheffield and Rotherham. We have
160 primary schools on our waiting list.
The charity delivered well over a million free breakfasts in
2012. It now seeks investment and profile to upscale it’s
proven approach. We feel more parents need help to translate
their love for their child into better food and cookery skills.
Multiple social benefits and savings are realised by giving
the most deprived children the most important meal of the day.
MAGIC BREAKFAST
Registered Charity Number: 1102510
Offices One90 High Holborn
London WC1V 7BH
Tel : 020 7836 5434
e: info@magicbreakfast.com
w: www.magicbreakfast.com
Winner: Guardian Charity Awards 2005
Magic Outcomes Winner Caroline Walker
Social Enterprise 2005.
Founder Carmel McConnell Winner
Social Entrepreneur of the Year 2008
Big Society Winner 2011
No 10 Downing Street
Social Action Partner 2013
www.magicbreakfast.com
24. We know our support works
Questioned about the impact of
Magic Breakfast support,
Headteachers and breakfast club
co-ordinators responded as follows
• 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
Data from 148 Magic Breakfast Schools, Summer 2011
25. We have developed partnerships with a
range of business leaders. Our strategic
partnership with Quaker Oats and
Tropicana fruit juice is vitally important to
these children and has directly helped our
growth.
www.magicbreakfast.com
26. Positive
Action
To Solve
the Problem
We campaign, educate,
support communities
Raise public awareness
& money
Efficient supply chain &
food partnerships
Provide healthy breakfasts to
hungry and poorly fed children
Help articulate the issue gain media coverage of the
issue and solution
Manage bespoke school
orders, food delivered
nationally
Children are properly fed, so start
their school day with the right fuel
for learning
Manage political lobbying
process
Liaise with healthy
breakfast food partners
Parents and children learn food and
nutrition skills and the importance of
a good breakfast at home
Effective fundraising
Manage logistics
Build strong, long term
corporate and funder
partnerships.
Be optimistic..
Payments and problem
solving
Continuous, loving
improvement
as catalysts for change.
Schools supported to achieve
sustainability. Immediately improve
child attendance, punctuality,
concentration and over time,
attainment.
It works.
27. Magic Breakfast: More than Food Aid
•
School
Sustainability
Programme
•
•
Three year programme, building capacity in
the school and school community resulting
in an effective and self-funded breakfast
club.
Raising family nutritional awareness
Building social enterprise schools in the
poorest communities
Magic
Breakfast
365
Magic
Breakfast
Food aid to over 230
primary school breakfast
clubs nationally, feeding
more than 7,500 children
every morning
Magic
Outcomes
Magic
Cookery
Clubs
•
•
• Breakfasts served and healthy lifestyle activities
offered at partner schools during school holidays.
• A platform to engage the whole families in the
poorest communities, and develop healthy eating and
lifestyle habits.
• 2009 pilot funded by supermarket chain, Asda.
Investment required for wider roll-out.
• Leadership and CSR by award winning* social
enterprise, with all profits going to Magic Breakfast.
• Customers include Pearson, Unilever & BT.
• Programme also capable of school leadership
development, e.g. Headteacher finance skills.
Utilising skills and experience gained through implementation
of 20 school programme within national Let’s Get Cooking
programme, funded by the National Lottery
As part of programme set up 20 school based cookery
programmes, helping families on low incomes, learn how to
cook easy, healthy meals from scratch.
28. Thank You
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”
If you know of a primary school with over 50% free school
meals, tell them about us. We’ll help. If you care about this
issue, please give us money – we’ll use it wisely.
Contact Carmel McConnell,
Founder, Magic Breakfast and Magic Outcomes Ltd
Mobile 07710 057955.
Email carmel@magicbreakfast.com
www.magicbreakfast.com
Donate at: www.justgiving.com/magicbreakfast
31. Best eLearning programme
Organisational buy-in: Raising the L&D
profile
Amazing use of resources
Outstanding return on investment
Most effective use of Moodle for blended