NeverSeconds explained

NeverSeconds
Commercial:No
Type:Restaurant review of school meals
Language:English
Owner:Martha Payne, father David Payne
Author:"VEG" an alias of Martha Payne
Editor:David Payne
Revenue:£145,812 via JustGiving to charity Mary's Meals
Current Status:Operational but not updated since 4 February 2014

NeverSeconds is a blog created and run by Scottish schoolgirl Martha Payne in 2012. On it, she expressed her thoughts and experiences of eating school meals at her primary school in Lochgilphead. The blog received a great deal of public attention and international press coverage after the Argyll and Bute Council tried to ban the child from posting photos of the lunchtime meals served at her school. After being used to help raise more than £143,000 of donations to the Mary's Meals charity via JustGiving in support of school feeding programmes for impoverished communities around the world, the blog ceased to be updated after less than two years of operation.

Description

Launched on 30 April 2012 as a school writing project with assistance from Martha's father David, the blog is written under the pseudonym "VEG" (Veritas Ex Gustu – truth from tasting), with the subtitle "One primary school pupil's daily dose of school dinners". Much like a restaurant review, it features daily entries on the £2 school meal that Martha / "VEG" has chosen that day, her thoughts on the food and its quality, a count of the number of hairs, a health rating, a picture, and marks out of 10 based on a "Food-o-Meter".[1] [2]

Nine-year-old Martha's first full entry on 8 May 2012 featured a picture of a slice of pizza and a single potato croquette, alongside some sweetcorn and a cupcake for dessert.[3] Her written comment was: "The good thing about this blog is Dad understands why I am hungry when I get home. Today he made a Banana Loaf, shame I don't like bananas, see I am not perfect!"[2]

The blog hit local and then national headlines, after gaining support from chef and school meals campaigner Jamie Oliver, who used social networking site Twitter, tweeting "Shocking but inspirational blog. Keep going, big love from Jamie x."[4] The blog had gained 3 million hits by 15 June 2012. In February 2014 it reached 10 million. The resultant web traffic generated media interest,[5] with Martha featuring as a guest on BBC Radio 4's You and Yours[6] and later becoming the subject of an edition of Radio 4's The Food Programme.[7] After NeverSeconds went viral, Martha's father met with the school council, which announced that all students would be allowed unlimited servings of fruit, vegetables, and bread.[8]

With the consequential revenue, Martha decided to donate the money to the charity Mary's Meals. Starting with £50 given by a magazine for the publishing rights to her images, for a feature; Martha set an original target in her 19th blog post of £7,000 on JustGiving. By mid-June 2012 more than £90,000 had been raised, which the charity intends to use to build a new kitchen at the 1,963 pupil Lirangwe Primary School in Blantyre, Malawi.[9]

Banning by council

On 14 June 2012, the headteacher told Martha that she should no longer take photographs of her food inside the dining hall. The decision had come down from Argyll and Bute Council, who had become cautious of negative press reaction and the effect it was having on school meals staff. Of particular concern was an article in the Daily Record newspaper, which had published a photograph of Martha alongside chef Nick Nairn under the headline "Time to fire the dinner ladies".[10] In response, Martha wrote an entry titled "Goodbye", explaining the council's decision, followed by a commentary from her father.[11] [12] Human rights group Big Brother Watch called the act "an authoritarian infringement on her civil liberties."[13]

On 15 June, following a storm of protest on the internet, the council issued a press release defending the decision.[14] [15] However, after the intervention of local Scottish National Party MSP and Education Secretary Mike Russell, council leader Roddy McCuish told BBC Radio 4's World at One programme:[16] [17] [18] [19]

The ban was later cited as a "classic example of local government failing to grasp the power of social media", while BBC technology correspondent Rory Cellan-Jones jokingly called the ban "a brilliant scheme to put their region in the west of Scotland on the map."[20] As a result of the controversy, Martha's Just Giving total rose from under £2,000 to more than £40,000 by the afternoon of 15 June,[21] and to £65,000 the following day. By July it stood at £110,412.[22] In November 2014, it was over £143,000.[23] This was described as an example of the Streisand effect.[24]

Awards

Martha Payne has received several awards as a result of her blog:

External links

Notes and References

  1. Web site: Eating batteries. NeverSeconds. 30 April 2012. 15 June 2012.
  2. News: Girl's school dinner blog becomes internet hit. The Daily Telegraph. 10 May 2012. 15 June 2012. https://web.archive.org/web/20240418175610/https://www.telegraph.co.uk/education/educationnews/9256454/Girls-school-dinner-blog-becomes-internet-hit.html. April 18, 2024.
  3. Web site: Tuesday 8th May . NeverSeconds . 30 April 2012 . 15 June 2012.
  4. Web site: Argyll girl's school lunch blog NeverSeconds is web hit . 15 May 2012 . CBBC Newsround . 15 June 2012. https://web.archive.org/web/20240614000724/https://www.bbc.co.uk/newsround/18036473. June 14, 2024.
  5. News: Alexandra . Sifferlin . 25 May 2012 . 9 year-old food blogger takes on school lunch . . 15 June 2012. https://web.archive.org/web/20240520162817/http://healthland.time.com/2012/05/25/9-year-old-food-blogger-takes-on-school-lunch/. May 20, 2024.
  6. Web site: School dinner portion sizes . . . 14 May 2012 . 15 June 2012.
  7. Web site: Sheila . Dillon . Sheila Dillon . 16 July 2012 . The extraordinary food story of Martha Payne . BBC Food Programme podcasts & downloads . 16 February 2013. https://web.archive.org/web/20140228204020/http://downloads.bbc.co.uk/podcasts/radio4/foodprog/foodprog_20120716-1600a.mp3. February 28, 2014.
  8. News: 9 year-old food critic shakes up school lunches . 25 May 2012 . . 15 June 2012. https://web.archive.org/web/20141025100224/https://abcnews.go.com/blogs/headlines/2012/05/9-year-old-food-critic-shakes-up-school-lunches/. October 25, 2014.
  9. Web site: Martha . 15 June 2012 . . 15 June 2012 . dead . https://web.archive.org/web/20130127114937/http://www.marysmeals.org.uk/martha/ . 27 January 2013. dmy-all.
  10. Web site: https://web.archive.org/web/20120526093612/http://www.dailyrecord.co.uk/news/scottish-news/2012/05/24/chef-nick-nairn-organises-think-tank-on-school-meals-after-seeing-scots-schoolgirl-s-blog-86908-23871182/. May 26, 2012. Chef Nick Nairn organises think-tank on school meals after seeing Scots schoolgirl's blog. David Taylor. Daily Record. 24 May 2012. 15 June 2012.
  11. 9-Year-Old Who Changed School Lunches Silenced By Politicians. Maryn McKenna. Wired. 14 June 2012. 15 June 2012. https://web.archive.org/web/20150904134055/http://www.wired.com/2012/06/neverseconds-shut-down. September 4, 2015.
  12. Web site: Goodbye. NeverSeconds. 14 June 2012. 15 June 2012.
  13. Web site: Dinner winner!. Asher McShane. London Evening Standard. 15 June 2012. 15 June 2012. https://web.archive.org/web/20150705225814/https://www.standard.co.uk/news/techandgadgets/dinner-winner-nineyearold-neverseconds-blogger-martha-payne-beats-council-censors-7854165.html. July 5, 2015.
  14. Web site: TwitLonger. peterwalker99 (@peterwalker99). 15 June 2012. 16 June 2012. https://web.archive.org/web/20231204001226/http://www.twitlonger.com/show/hrom1r. December 4, 2023.
  15. Web site: Statement on school meals from Argyll and Bute Council. Argyll and Bute Council. 15 June 2012. 15 June 2012. https://web.archive.org/web/20150319133142/http://www.argyll-bute.gov.uk/news/2012/jun/statement-school-meals-argyll-and-bute-council. March 19, 2015.
  16. Web site: NeverSeconds blogger Martha Payne school dinner photo ban lifted. BBC Scotland. 15 June 2012. 15 June 2012. https://web.archive.org/web/20120703211318/https://www.bbc.co.uk/news/uk-scotland-glasgow-west-18454800. July 3, 2012.
  17. Web site: Council ban school dinners blogger Martha Payne from taking pictures, then do a U-turn after outcry. Daily Record. 15 June 2012. 15 June 2012. https://web.archive.org/web/20120617201555/http://www.dailyrecord.co.uk/2012/06/15/council-ban-school-dinners-blogger-martha-payne-from-taking-pictures-then-do-a-u-turn-after-outcry-86908-23896283/. June 17, 2012.
  18. Web site: Council overturns photography ban on schoolgirl's Never Seconds blog. The Scotsman. 15 June 2012. 15 June 2012. https://web.archive.org/web/20150402183451/http://www.scotsman.com/news/education/food-blogger-martha-payne-enjoys-taste-of-victory-1-2355946. April 2, 2015.
  19. News: Victory for Martha Payne as Argyll and Bute council backs down on school dinner blog ban. Andrew Hough and Simon Johnson. The Daily Telegraph. 15 June 2012. 15 June 2012. https://web.archive.org/web/20151010115152/https://www.telegraph.co.uk/education/educationnews/9333975/Victory-for-Martha-Payne-as-Argyll-and-Bute-council-backs-down-on-school-dinner-blog-ban.html. October 10, 2015.
  20. Web site: The banning of the blog. Rory Cellan-Jones. Rory Cellan-Jones. BBC News. 15 June 2012. 15 June 2012. https://web.archive.org/web/20120619153721/http://www.bbc.com/news/technology-18455348. June 19, 2012.
  21. Web site: Never Seconds. JustGiving. 15 June 2012. 15 June 2012.
  22. News: NeverSeconds school dinner blog donations soar. 16 June 2012. BBC News. 16 June 2012. https://web.archive.org/web/20240531072454/https://www.bbc.co.uk/news/uk-scotland-glasgow-west-18472795. May 31, 2024.
  23. Web site: Veg from NeverSeconds. JustGiving. justgiving.com. 17 November 2014. 17 November 2014.
  24. https://www.forbes.com/sites/timworstall/2012/06/15/martha-payne-and-the-value-of-social-media-when-we-become-aware-that-others-share-our-opinions-and-the-streisand-effect/ "Martha Payne and the Value of Social Media: When We Become Aware That Others Share Our Opinions And The Streisand Effect"
  25. News: McKay. Fiona. Martha's dinner book is a big hit. 25 November 2012. The Herald. 23 November 2012. Glasgow. https://ghostarchive.org/archive/kBBKY. August 13, 2024.
  26. Web site: Payne. Martha ('Veg'). My trip to the Liberty Awards in London. NeverSeconds. 25 November 2012. 22 November 2012.
  27. Human Rights Young Person of the Year . Liberty Honours Inspirational Human Rights Leaders in Annual Awards Ceremony . Liberty (www.liberty-human-rights.org.uk/). 25 November 2012. 20 November 2012 . For defending free expression when she stood up to her local council after they banned her publishing pictures of schools meals on her blog, NeverSeconds.. https://web.archive.org/web/20130728075757/http://www.liberty-human-rights.org.uk/media/press/2012/liberty-honours-inspirational-human-rights-leaders-in-an.php. July 28, 2013.
  28. News: Corp. Natalie. Pride of Britain 2013: Jamie Oliver surprises schoolgirl who raised £130,000 to feed Africa's hungry children . 31 July 2014. Mirror. 4 October 2013. https://web.archive.org/web/20131004022300/https://www.mirror.co.uk/news/uk-news/pride-britain-2013-jamie-oliver-2337073. October 4, 2013.

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