Twelve Secondary School Teams Win Place in NDC Milk it Advertising Awards Final
National Judges for the NDC Milk It Advertising Awards are pictured reviewing entries from secondary school students around the country. Pictured (L-R) are: Michael O'Leary, National Co-ordinator, Transition Year Programme; Dietitian Paula Mee; Richard Curran, presenter of Dragons’ Den & Deputy Editor of the Sunday Business Post; and Professor Andrea Prothero of UCD Michael Smurfit Graduate Business School. *
Twelve teams of secondary school students representing 11 schools have won places in the national finals of the inaugural NDC Milk It Advertising Awards, to take place in Dublin’s Aviva Stadium on Tuesday 12th April, 2011.
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 six 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 challenge was to research, design and plan an advertising campaign aimed at their own teenage peers and encouraging teenagers to meet their dietary recommended levels of five dairy portions a day.
The 12 teams to win a place in the national finals, will face the challenge of exhibiting their work and presenting their ad campaigns to members of the national judging panel.
Judges include: Richard Curran, presenter of Dragons’ Den & Deputy Editor of the Sunday Business Post; Brian Swords, President of the Institute of Advertising Practitioners of Ireland; Shay Keany, CEO of ZenithOptimedia; independent dietitian, Paula Mee; Michael O'Leary, National Co-ordinator of the Transition Year Programme; and Professor Andrea Prothero of UCD Michael Smurfit Graduate Business School.
325 teachers from 274 secondary schools originally registered teams for the awards. The 12 national finalist teams are:
2011 Junior Category Finalists
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, Orlaigh McDonagh, Eileen Murphy, Emer Murphy, Tara Murphy, Mary O’Riordan
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
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
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
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
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
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
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: Meshell Crowley, Ciara Condon, Nicole Mullins, Eve Morey, Casey Swords, Jade Lonergan
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
Co Dublin: The Udder Option, 5th year students from Mount Temple Comprehensive School, Clontarf - Campaign “Fall in Love with Milk”
Students: Lorna Keating, Timothy Carly, Nora Dunne, Tom Lee
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
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: Alastair Dennehy, Shauna Devereux, Erinne Murphy
The Overall Winning team will win a fantastic Apple iPad and an NDC Milk It Advertising Awards trophy.
The NDC introduced the new awards to secondary schools in September 2010 to support an initiative to start expanding the School Milk and Dairy Programme into secondary schools (www.schoolmilk.ie).
For further information regarding the NDC Milk It Advertising Awards visit www.milkitawards.ie
For further information about the NDC, return to our Home Page
*Judges not in the photograph include Brian Swords, President of the Institute of Advertising Practitioners of Ireland; Shay Keany, CEO of ZenithOptimedia. 325 teachers from 274 secondary schools originally registered teams for the awards. Just 12 schools will compete at the national finals in Dublin on 12th April.
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