Winners of NDC Milk it Secondary School Advertising Awards Announced

Zoë Kavanagh, NDC Chief Executive (left) is pictured at the NDC Milk It Advertising Awards in Dublin's Aviva stadium with the winning team - Lorna Keating, Nora Dunne, Timothy Carley & Tom Lee.

A team of four secondary school students from Mount Temple Comprehensive School, Clontarf, Co. Dublin are the overall winners of the NDC Milk It Advertising Awards for 2011. The student team, calling themselves "The Udder Option" are 5th year students: Lorna Keating, Timothy Carley, Nora Dunne and Tom Lee. The campaign they submitted for the competition was called "Fall in Love with Milk" and also won the Senior Category in the competition.

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The winners of the Junior Category of the NDC Milk It Awards were six students from Scoil Phobail Sliabh Luachra, Rathmore, Co Kerry . The student team, calling themselves "MCYB Advertising Agency" are 2nd year students: Ian O'Riordan, Laura Hogan, Roisin Heuston, Alex Wright, Grace Nagle and David O'Connor. The campaign they submitted for the competition was called "Yo Yo Yogurt".

Champion athlete Derval O'Rourke presented the NDC Milk It Trophy & Apple iPads to the winning team at the national finals of the NDC awards at Dublin's Aviva Stadium today (Tuesday 12th April, 2011); with broadcaster and ‘Panel' contributor Mairead Farrell as master of ceremonies. Twelve teams of secondary school students representing 11 schools from 8 counties had won places to take part in the national finals of the NDC Milk It Advertising Awards. All 12 finalist teams were commemorated at today's ceremony for their achievement.

The finalists were short listed from entries initially registered by 325 teachers from 274 secondary schools throughout the country.

The teenagers were invited to experience the creativity, challenges and thrills of working in an advertising agency - whilst providing teachers with an initiative which has cross-curricular linkage benefits. Students were provided with a brief and guidelines; and encouraged to work in teams of up to 6 students, creating their own ‘advertising agency' and taking on advertising roles such as Designers, Copywriters, Creative Directors, Research Directors, Media Directors and Project Managers.

The finalists faced the challenge of exhibiting their work and presenting their advertising campaigns to members of the specialist judging panel during the morning, before the judges announced their results at the national awards ceremony.

The teens had been asked to research, design and plan an advertising campaign aimed at their own teenage peers and encouraging teenagers to meet their dietary recommended levels of 5 dairy portions a day.

Speaking at the Awards ceremony, Zoë Kavanagh, Chief Executive of the National Dairy Council, said that she was very impressed with the level of initiative, creativity and imagination which was evident in the work displayed by the finalists in the NDC Milk It Awards. "All 12 finalists and the schools they represent should be extremely proud of what has been achieved," said Ms. Kavanagh. "Whilst the students, I believe, will have learned a lot from the development of these projects and it was designed with cross-curricular benefits, we are also hearing that it was a lot of fun as well, which is terrific."

Ms Kavanagh explained that the NDC developed the Awards to support the extension of the school milk programme to secondary schools. "In the context of primary school children, we know from the IUNA National Children's Food Survey, that 37% of Irish girls between 5-12 years of age and 28% of school boys (5-12) had insufficient calcium intakes. Dietary habits established during childhood may continue, to some extent, into the teenage years and adulthood. We are also aware of results from the Slan survey (2007) telling us that 61% or nearly two thirds of adults consumed less than the daily dietary guidelines for dairy recommended by the Department of Health and Children within the food pyramid," said Ms. Kavanagh.

"Where schools participate in the school milk programme, pupils can get one of their portions of dairy a day in school, in a way which is cost effective for parents. This can help to bridge that ‘nutritional gap'. However the school milk programme has traditionally operated through primary schools."

"Teenagers are going through such a major time of growth and of bone development that they have a greater demand for calcium, to the extent that teenagers are advised to consume 5 servings of dairy per day," said Ms. Kavanagh. "The IUNA National Teen's Food Survey tells us that 42% of Irish teenage girls and 23% of Irish teenage boys have insufficient calcium intakes, which is a very worrying trend. It has prompted us this year to start inviting secondary schools to participate in the school milk programme and to use initiatives such as the NDC Milk It Awards as a way of working with teenagers in an engaging and meaningful way."

A report on the event can be seen on RTÉ's News2Day programme

Further information regarding the NDC Milk It Awards is available at

The 12 national finalist teams are:

2011 Junior Category Finalists, NDC Milk It Advertising Awards

Click to open full size imageThe Cow Girls.

Co Cork: Cow Girls team, 2nd year students from St. Mary's Secondary School, Macroom - Campaign "Get Milk 4Get Breaks - The Cow Girls" - Students: Alice Dunne, Orlaith McDonagh, Eileen Murphy, Emer Murphy, Tara Murphy, Mary O'Riordan

Black & White Team.

Co Dublin: Black & White team, 1st year students from Holy Child Killiney - Campaign "Live Life Love Dairy" - Students: Alice Austin, Alicia Sweeney, Anna Samuel, Meadhbh Ni Mhidigh, Hannah Adams, Nicola Kenny

The Splash! Team

Co Dublin: Splash! team, 1st year students from Holy Child Killiney - Campaign "Dairy is Good" - Students: Laura Kenny, Judith Robinson, Amy Flynn, Isabelle Daly, Caoimhe Devany, Angela Mulhern

MCYB Advertising Agency Team.

Co Kerry: MCYB Advertising Agency team, 2nd year students from Scoil Phobail Sliabh Luachra, Rathmore - Campaign "Yo Yo Yogurt" . Students: Ian O'Riordan, Laura Hogan, Roisin Heuston, Alex Wright, Grace Nagle, David O'Connor

Na Seisur Dalta.

Co Offaly: Na Seisur Daltai, 2nd year students from Banagher College, Banagher - Campaign "Udderly Brilliant" - Students: Ashton O'Rourke, Louise Murray, Imelda Minnock, Pádraic Troy, Yvonne Ryan, Emma Treacy

The Akimbo Team.

Co Tipperary: Akimbo team, 2nd year students from Colaiste Dun Iascaigh, Cahir - Campaign " Akimbo Cow" (Junior Category Finalists) - Students: Aisling Keating, Niamh O'Brien, Amy Rowe, Laura Keeley, Marguerite Butler

2011 Senior Category Finalists, NDC Milk It Advertising Awards

The All Whites

Co Cork: The All Whites team, transition year students from St. Colman's Community College, Midleton - Campaign "The All Whites"- Students: Natalia Sikorska, Molly Cotter, Holly-Anne O'Hare, Julie Crotty, Danielle Hodnett, Elizabeth Mulcahy

The Udder Girls

Co Cork: The Udder Girls team, 5th year students, from St. Patrick's College, Gardiner's Hill, Cork City - Campaign "Calcium: Do You Take Yours ?" - Students: Michelle Crowley, Ciara Condon, Nicole Mullins, Eve Morey, Casey Swords, Jade Lonergan

The Legendairy Team

Co Donegal: Legendairy team, Transition Year students from Loreto Secondary School, Letterkenny - Campaign "Milk: It's Legendairy" - Students: Nidhi Kamat, Eimear Mannion, Rosemary Joseph, Gillian Carney, Rachel Coyle, Eimear Roarty

The Udder Option

Co Dublin: The Udder Option, 5th year students from Mount Temple Comprehensive School, Clontarf - Campaign "Fall in Love with Milk" - Students: Lorna Keating, Timothy Carley, Nora Dunne, Tom Lee

The Crunchies

Co Leitrim: The Crunchies, Transition Year students from Mohill Community College, Mohill - Campaign "Dairy for Density" (Senior Category Finalists) - Students: Niamh McHugh, Niamh McKiernan, Patricia Forde, Oisin O'Driscoll, Amy Conboy, Anita Conefrey

The Dairy Brigade

Co Wicklow: The Dairy Brigade, Transition Year students from Gaelcholaiste na Mara, An tInbhear Mor, Co Chill Mhantain (Arklow) - Campaign "The Dairy Brigade" (Senior Category Finalists) - Students: Alistair Dennehy, Shauna Devereux, Erinne Murphy

The Overall Winning team wins a fantastic Apple iPad and the NDC Milk It trophy.

Zoë Kavanagh paid tribute to Tara Regan, the School Programme Manager in the NDC, who has been the main co-ordinator for the project, and also the judges for their tremendous input and support - Richard Curran, presenter of Dragons' Den & Deputy Editor of the Sunday Business Post; Brian Swords, President of the Institute of Advertising Practitioners of Ireland; Claire Nardonne, ZenithOptimedia; Dietitian Paula Mee; Michael O'Leary, National Co-ordinator, Transition Year Programme and Professor Andrea Prothero of UCD Smurfit Graduate School of Business, with support also from Dr. Catherine Logan, Nutrition Manager, NDC.

Further information regarding the NDC Milk It Awards is available at


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