Brief Description: This paper demonstrates how Channel 4 and its partners made a real difference to the health of our nation through an innovative 360 integrated campaign around ‘Jamie’s School Dinners’. It demon-strates the value of a new generation of integrated campaigns fusing programming into the advertising and marketing mix – akin to a cause-related, advertiser funded programming-led approach. The campaign delivered a total advertising surplus of £2.18m above total costs – a net conventional ROI of 148%. The campaign delivered £280m of additional Government funding for school dinners – equivalent to an ROI of 620%. The campaign also provides valuable new learning on the potential value of programming within the marketing mix, particularly for cause-related marketing organisations; ---(TAGS)--- Full Title: An integrated campaign which triggered the start of a food revolution; Number: 2006/04; Brand: Channel 4; Jamie's School Dinners; Client: Channel 4; Product Category: Media (TV channels/programmes); Agency: Michaelides and Bednash; Author: Jason Gonsalves, Cameron Saunders, Joanna Bamford, Rufus Radcliffe, Nick Stringer; Prize Winners: Bronze; Best New Learning (Charles Channon Award); Best New Client (Adworks ref: Advertising Works 15 Summary)