Campaign

Reaching key decision makers was also a big priority for the NACC during National Community Meals Week. To do this the NACC worked with some key spokespeople including Baroness Greengross, who drafted a letter which appeared in House Magazine, calling on MP’s to act now to stop elderly people suffering from malnutrition. The Baroness also drafted a letter to newspapers highlighting the issues older people face when hoping to receive good nutritional care.

All of the above formed the basis of a targeted national regional and trade media campaign, which achieved coverage in key titles, such as the Independent and Telegraph. The NACC also carried out an extensive social media campaign, targeting key organizations and celebrities who were passionate about these issues.

Following National Community Meals Week the campaign has continued to build. The NACC issued a Keeping Well in Winter booklet to all older people who receive the service, ahead of the cold snap. Highlighting the issue of malnutrition continued to be top of the agenda for the campaign and as a result the NACC issued a release with shocking statistics on the number of older people who tragically die in hospital due to being malnourished. Finally, before Christmas the NACC issued a plea to all communities, asking them to knock on the doors of their neighbours throughout the Christmas period to ensure they were warm and eating well.

The NACC will be continuing to push these messages throughout 2011, ensuring the issues surrounding nutrition in older people are front of mind for decision makers and to make sure those working in community meals services are recognized for the hard work they do.