INITIATIVES | Despite all of the products and advanced technologies that are available to us, we—21st century humans living in the Western world—probably sport some of the the worst eating habits in the history of mankind, resulting in a true public health catastrophe. The overwhelming scale of the problem puts it right up there on the list of contemporary societal dilemmas that may benefit from new THNK-like problem solving strategies. Jamie Oliver's thoughts are going in the same direction as he appeals to the OpenIDEO community to help think about ways to bring about a true "food revolution".
We currently have the first generation of kids expected to live a shorter life than their parents. Heart disease is the biggest killer in America and Great Britain, largely as a result of obesity. This needs to change and, hence, Jamie Oliver is aiming to unleash a true food revolution to change the way in which kids eat by teaching them how to cook and what fresh food can do for them.
OpenIDEO is a platform for making great social change that focuses at the intersection of insight and inspiration, and is informed by business, technology, and culture. It is all about getting a broader group of people to solve some of the world's most difficult challenges. Jamie's fits right in. On OpenIDEO, he calls out to the "clever people" to think about the following question: "How can we raise kids' awareness of the benefits of fresh food so they can make better choices?"