Rachael Butterworth

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Rachael Butterworth was born in July 30th 1992 making her 22 years of age, she is from Barrow-in-Furness, Cumbria. Barrow is the place Rachael grew up with her mum, dad and her older brother and sister. This is along with her 3 nephews and 1 niece. She has recently moved to Leicester for he final year of university, after studying her first two years in Nottingham. Rachael is studying BSc Media Production at De Montfort University. Her first two years were spent at Confetti which is a small technology college aimed at people who have interests surrounding the media industry. Her interests include Photography, Music and Film.

Research Plan

As part of the advanced social media course a test will be undertaken into what effect the amount of sugar in food has on people. Each person in the group took on a research question in different areas of this topic. Some of the ways this was done, people offline, people online and social media. This research topic will be based on offline media, going into supermarkets and watching how people shop with children, following families in their homes who have young children.

The Question: How people with young children deal with their weekly shop, how they cope whilst in the store and at home.

Research plan

What? The plan is to research into how people with you children shop, how they feed their children and what is in the food they are giving them. If the food the children are receiving changes the way they act depending on how much sugar is in that food. The point of this research topic is to see how families in particular cope when out shopping with their children and what hurdles they approach when the children want something in the store. Interviews will take place asking parents why they buy what they buy and if they think the supermarkets purposely place certain products in view of children so they will want it.

Where? Observations and interviews will take place in the participant’s home and when they are out shopping in the supermarkets. The interviews will take place outside the home as well as inside to get a feel of how the parents cope when out shopping and when they get home and its dinner time for the children.

When? Interviews and observations will be undertaken between 15/12/2014 to 5/01/2015

Who? A group of people both male and female, these will be different aged people. One family who only have 1 child, another who have 2 children and lastly a family who has 3 children. This is to make the test fair and show how shopping trips vary from family to family.

How? Observations will be the main key to this question, watching how the participants react whilst out shopping, how they interact with their children when they are wanting something they have spotted. How stressful a shopping trip can be for a family especially on a weekly basis? Do the children make a scene in the store when they don’t get something they want? How do the parents deal with this sort of situation? Observations will also happen when in the home of the participants, how the children react when given their food, how much an effect the food they are given has on them. Does the sugar in the food affect the way the children behave? Do they like the food they are being given? Interviews will take place with the parents, finding out how difficult they find shopping not only on a weekly basis but with their children.

Conclusion: All the participants were informed at all times what was going to happen, they were given the information of what this test involved and what they needed to do right from the start. All participants were happy to be observed in both locations their homes and supermarkets. Permission was given from the supermarkets that allowed notes to be taken around the store, this being if no other customers apart from the ones taking part were disturbed. Interviews were conducted in the participants homes in a quiet location, the children were away from the parents this being them playing or in bed sleeping. These were to make the parents relaxed and with a clear mind to make sure the answers given, were correct.

The Questions: 1. How difficult is it to shop with your children? 2. Do you have to plan ahead of your weekly shop to make sure you don’t but anything unnecessary? 3. How do your children behave whilst out shopping? 4. Do you find your shopping trips stressful? 5. Do you have ways to distract your children from things they want in the store? 6. Do you see a difference in the way your children react when given certain foods? 7. Do your children like all the food they are given or would they like something that isn't particularly good for them?

When the questions were being answered notes were taken not only of how the participants answered them but how they reacted to what was being asked. From these notes it is clear that each family who took part found there weekly shop extremely difficult when taking their children with them. Not only did they find this distracting with their children being there because they wanted everything insight but with how busy the supermarkets were with other customers. All the participants in this research topic all agree on how much easier it is to shop without their children being there or if they do it online. One in particular didn't like other customers looking at her whilst shopping, she felt like she was being judged if her child didn't get something he/she wanted. There was a huge change when back at their homes, their children were happier along with the parents the stress was gone. One thing learnt from this research topic is how difficult it is shopping with children and how well placed items in the store are that will attract a child’s attention. Another realization was when something in the store that they wanted wasn't available meaning they had to change to something else, what a huge effect this had on the child’s behavior late on that day when they ate it. This showing that if you buy the same product but a different brand it could have a massive effect on your child’s behavior.

Social Media- the campaign

The TECH3022 Advanced Social Media students organized a campaign around the De Montfort University campus. This campaign is being used to raise awareness of healthy eating and how much sugar students in particular have in the day to day diet. This campaign is run through the student’s module and they will work together as a lab group to organise events and games throughout the week commencing 16th March.

Target Audience 1st and 2nd year students are the main focus of this campaign as these students have a lot more time than say 3rd year students do with their final deadlines coming up. Another reason these students were chosen are, it is a lot easier for a 1st year student who has just moved away from home and has no idea how cook to order a takeaway or go to a fast food restaurant. This campaign is aimed to help then with their budgeting for food shopping and to help them understand all the bad they are putting into their body with no eating the right foods.

When The social media students decided the best time for this campaign to take place would be between 16th March and 20th March as this is the last week of 2nd term and when the campus would be the busiest.

How In the Labs sessions the social media group had it was decided that they would spilt up into three teams. These teams being events, social media for example instagram and twitter and the final group would be website building. Each team took on various tasks, the events team started off by researching and talking about different events they could hold around campus to get the students involved. The social media team started up accounts for instagram, Facebook, twitter and pinterest, these accounts are used to post daily and weekly accounts of what the group members get up and inspirational quotes to motivate people. The website building team rebuilt the website that was already put in place and made it more accessible and more eye catching.

Activities Rachael along with Selina Sandhu, Baljit Rupra, Jessica Lail, Anna Landi and Emily Mclemon all choose to be part of the events team. Their job is to now come up with events for the campaign week. They sat as a group and threw ideas into the pot as to what they thought would be good and what would get people involved. The events they came up with are as follows: Food experimentation: different types of fruit would be cut up and placed in pots; this would be for students to try something they wouldn’t normally eat.

Grab Bag: The group as a whole came up with the idea to work with Leicester market to create something called a “grab bag”. The idea behind this is to have various fruit and vegetables in a bag and have different prices for different sized bags. The prices would start from £1 for a small bag, £3 for a medium bag and £5 for a large bag. It is then up to the student to fill their bag as much as they can with fruit and veg and the price would stay the same. The 1st time this event will happen would be on DMU campus but the students are hoping this is something the market would think of including on their stalls also.

Health Checks: it was decided that we would offer free mini health checks to students, this would include giving them there BMI and providing information in the form of a leaflet giving them information that will help them in the long run. The team have asked the De Montfort surgery and the De Montfort Gym to help with this task as these people would be most qualified.

Guess the ingredients: The first idea for this event was to have pots of different ingredients and the person trying had to guess everything that was in it to win a prize. After a discussion another idea was brought up by Emily and Anna, they have volunteered to make mini muffins. The same concept still applies where people have to guess all the ingredients.

Berries in a jar: This game is all about the students guessing how many berries are in the jar, if they guess correctly they will win a prize

Lecture: This lecture will be put in place outside of university hours; it will inform students on healthy eating and low carb awareness. Rob Watson who is the tutor for this module has taken it upon himself to find a speaker for this lecture.

Contacting DMU surgery Jessica went and spoke to a member of staff at the surgery as well as being in contact via email with them she asked if they would be interested in being a part of our social campaign to raised awareness about healthy eating.

Contacting the De Montfort Gym Rachael, Selina and Baljit took a trip to the gym and spoke to a lady behind the desk about the campaign and what involvement the gym would have. They were given the details to email the correct people and told to tell them everything we wanted from the gym.

Timetabling Jessica took it upon herself to create a table on the groups Facebook page, this table is to ask peoples availability throughout the campaign week. This table proved effective as the team are now in the stage of putting teams together for different days of the campaign.

Contacting Leicester Market Selina and Baljit both went and spoke to a lady who has a stall on the market, they told her about the campaign we are planning on doing. She like the idea of a market stall on the university campus, the team is now in contact to make this task happen. The team were also in contact with the market via Twitter, Selina was given the username and password for the No Quarter Given twitter account. She tweeted them asking if they would be interested in taking part in our campaign.

Budgeting After speaking to Rob Watson about the budget given for this campaign, the team realised the 50 pound given for the events team just wouldn’t be enough. The re-evaluated how much money would actually be needed and decided £75 should be enough, with the rest of the budget going on banners for the campaigning days and leaflets to be handed out to students around the campus.

Campus space Rachael and Selina went out around campus to various places and spoke to various people about renting out space to hold our campaign. They found that to book the steps outside the Student union they could go through the desk upstairs but if they wanted to book anywhere else around the campus, they would have to speak to somebody about security and licenses as they are bringing people onto the campus.

Rachaels Contributions

  • Rachael Edited the Scheduling section of the production planning section, she corrected spellings and added extra information on events days and locations.
  • Rachael Added the section Demon FM on the production planning section. She talks about how her and Zamzam promoted the events on there radio show.
  • Rachael edited the section data collection techniques within the research planning section talking about examples the group can use to collect data for this campaign.
  • Rachael added a link about the change4life program, if parents changed icecream to yoghurt how much better this would be for there children. This link was posted in research planning in the articles section.
  • Rachael added a brief paragraph to the section feedback from the campaign week talking about the campaign event that took place on 17/03/15

Blog of campaign events

Rachael’s Awareness on low carbs and sugar

Starting out on this module Rachael’s awareness on this topic isn’t very broad, she doesn’t really know about how bad sugar is for someone’s diet apart from what she has heard in the press and on the television. After doing research into this area Rachael has found various forums and articles talking about sugar in diets. People talking about their experiences when involving their family as this was Rachael’s research topic. She went into extensive research about how parents handle their children when out shopping and how stressful that experience can be for them. Rachael followed her sister around a supermarket with her children to experience first-hand what it’s like on a weekly basis for parents. This was an eye opening experience for Rachael as she wasn’t expecting the children to pick up as many things as they did, the reasons for this were because the supermarkets place certain items in the sight of children as they know they will pressure their parents into buying it for them.


As this is a campaign showing people about sugar and the effects bad food can have the group as a whole had to be spilt up into smaller sub-teams. These teams were then responsible for organising whatever topic they chose.

The sub-teams:

• Events team • Social Media Team • Web and Media design team

Rachael Butterworth along with Baljit Rupra, Selina Sandhu, Jessica Lail, Anna Landi and Emily McLernon took upon themselves to run the events team. This making those responsible for what events were going to run on what day during the week long campaign. Along with creating events the group of girls had to contact various people around the university and Leicester. They had to organise the space they wanted to use on the days of the campaign, the chosen space for this was the steps leading up to the student union. Another task the girls had to complete, contacting Leicester market. This was to see if anyone from a stall would have liked to come along to our campaign and sell their own fruit and veg. Members of the team observed around the campus to see when and where were the busiest times around the university campus. Another task the events team had to complete, scheduling the week long campaign. Who out of what team would work on what day? Applying for a budget to run this campaign was also discussed amongst the girls, they had to decide how much would be needed for what day of the campaign and how much would be needed for posters and flyers for the campaign. The team shared the jobs and tasks that needed to be done, with some contacting people and others going out and talking about booking the space they needed. Rachael’s reasons for choosing to be a part of this team were, she thought it would be an experience she has never had. Working with a team to create a campaign to help people understand more things about food and sugar.

Making things happen

Once all the teams had been put into place, the next task for the teams was to discuss what was going to happen during the week of the campaign. Each team got themselves together and talked about different things they could do, the events team threw ideas around for different things they could do during the week.


Grab bag- this would be a bag of fruit around 5 pieces, these would be free for students to take as they walked past the campaigning table. This would also run alongside the fruit and veg stall from Leicester market.

Taster pots- this would be a pot with fruit, granola and yoghurt inside. These would also be free for people to take as they walked past.

Healthy eating lecture- this would be our tutor talking to people about healthy eating and the good and bad things about it all.

BMI check- the teams would give students the opportunity to get their BMI checked, this of course would be a discrete task. This was thrown in as the team thought it would help people understand more about the importance of healthy eating.

How many berries in the jar- this event was for a bit of fun, there would be a pot of berries; strawberries etc. on the table and people would have the opportunity to guess how many there was in total.

Scheduling events

The whole group sat down and discussed what days they could and couldn’t do during the week. The group decided because there are a lot of people in this group it would be easier and my sufficient if we spilt up into smaller teams and took on different days. They then discussed what events would be happening on what day.

Monday- The event would start at 11am and finish at 2pm, the events taking place would be the fruit and veg stall (grab bags) and taster pots.

The team for this day- Selina Sandhu, Baljit Rupra, Jessica Lail, Anna Landi, Emily McLernon and Christos Tsartsalis.

Tuesday- The event would start at 11am and finish at 2pm, the events taking place would be the fruit and veg stall (grab bags) and taster pots.

The team for this day- Rachael Butterworth, Zamzam Maganga, Cindy Wellings, Nacho Dolz, Marsha Barsby and Farah Gangat.

Wednesday- No events planned

Thursday- No events planned

Friday- Healthy eating lecture

The team for this day- Rob Watson


Without a budget the whole campaign wouldn’t happen, the lecturer for this social media module was in discussion with all the teams about how much they needed for the week’s events and promotion. The group were given a budget which was spent of supplies for the events so, fruit, bags, pots, yoghurt and granola. The media team were also given a section of the budget to get printed two pull up posters so people around the campus knew where the teams were. The events team were given £75 to split over Mondays and Tuesdays teams. As the posters and pull up banners were created before the events took place the budget for this was already taken.

Social Media

Facebook- A Facebook page was set up, this is where every member of the group could throw around ideas and discuss what happened on the days of the events. Things that went wrong and right.

Instagram- Cindy and Farah were both in charge of this profile; they used it to promote the events happening and to promote healthy eating. Posting pictures of nice healthy looking food that people could try themselves.

Twitter- Cindy and Farah were also in charge of this profile as well, the twitter page was set up to promote events happening threw out the week and to tell people where they could hear things about the campaign. For example Rachael and Zamzam both do radio production, this giving them a chance to host their own radio show. Running up to the campaign the girls promoted the events happening and luckily one show fell on the first day of the event. This gave them a perfect opportunity to tell people to get themselves to the student union to check out what was going on. Another thing this profile was used for was to contact people from Leicester market, Selina and Cindy both sent tweets to the Leicester market twitter asking about thee contribution to the campaign.

Shopping List

With the media teams sorted with the budget they needed, all that was left to do was buy the things needed for the events. The events team sat down and discussed what needed to be bought for each day, they came out with a rough idea of how much they would need for each day. As Mondays team was first they would have more of the money so they could go and buy things like the pots, granola, yoghurt and the fruit for their day. As most of the things this team would buy could be used on the second day. The team chose different places they could purchase the things needed, Leicester market, Tesco and the pound shop. As Rachael from the events team worked on the Tuesdays team, the shopping list for the 2nd day of the campaign is as follows,

• Bananas • Grapes • Oranges • Strawberries • Blueberries • Apples • Granola • Yoghurt

Cutlery was provided from the day before- Spoons, pots, napkins

Tuesday- Campaign day

The Tuesday team spilt up into mine teams, as some people were busy up until the start of the event. Zamzam and Marsha made their way to the market to buy the fruit so it was fresh for this campaign. Rachael arrived at the student union first, Zamzam and Marsha soon followed with the fruit. First thing to do was for the girls to grab the table and chairs from the student union. Zamzam and Rachael went off to do this, when they got back Farah had arrived to help set up the table. Cindy arrived with the box’s, pots, spoons and napkins, the team then got making the granola pots and grab bags ready for people to pick up. Zamzam went to collect the pull up banners from FOTAC and the team finally had there table all set up.

Tuesday’s team had a very successful day; all the fruit pots and grab bags were all gone before the first hours was finished. As the team started at 11am they thought the interest wouldn’t be that high so early on but they were very surprised at how many people came over to have a look at what they were doing and how many people asked questions about the campaign and the awareness they were giving.

Rachael’s Experience

Being a 3rd year university student, Rachael knows first-hand how hard it can be for students to eat healthy and maintain a balanced diet. This is harder when it comes to deadlines and exam periods as students sometime don’t have to time to worry about what they are eating and just grab something quick and easy. Rachael personally isn’t bothered about what she’s buying when she’s away from home; this is mainly due to her never having any money left over from her loan. When Rachael goes home she indulges on fresh fruit and vegetables, homemade food and all the other good things you get from going home when you’re a student. The awareness the team was trying to raise made Rachael think about her own diet and lifestyle, even though she doesn’t go mad on bad food maybe changing some things might help her. Getting to know other people’s awareness on this subject really shocked Rachael. As she learnt that not many students do care about what they eat and how bad sugar really is for them. Rachael defiantly found out that more 3rd years take care with what they are buying and eating in comparison to 1st years. They’ve just moved away from home so of course they are going to be buying anything they want because they have nobody there to tell them not to.

Taking part in the events team for this campaign Health for students has made Rachael realise that it isn’t just thinking of events to happen and then setting up. There is so much more that needs to go into making a campaign like this work, thinking about the target audience, who’s actually going to be interested in this campaign if anyone? How to manage a budget correctly and making sure everyone has enough money for what they need to get.

Without every other member not only from the events team but the whole group as well this campaign wouldn’t of been as successful as it was, everyone worked well together with no arguments or disagreements. Each member listened to each other and if things needed to be changed everyone would try their best to change them. Rachael is both proud of herself and the entire team for pulling off something we know people are talking about.

The aim was to get people talking about low carbs and sugar awareness, this happened so the campaign team completed what they set out to do. This was a great experience for the whole team to do.

Rachaels video summary

Here is the link to Rachael's year summary video [1]