Fuel for learning. (People Making A Difference).

Carmel McConnell, `a social activist with a strong track-record in business leadership' as she describes herself, is passionate about child poverty in Britain--and about enlisting businesses to fight it. She has no problem in approaching such huge corporations as Walt Disney to ask for their help. `We have to help companies to become more socially responsible through real experience with local communities.'

The Magic Sandwich Project, McConnell's baby, evolved in September 2000 after she had read a shocking article on child poverty in the UK on the BBC website. `School meals are the only hot meal received by one in four children in the UK,' the article said.

The story was vividly illustrated for McConnell when a friend, who teaches in East London, told her that the staff brought in bananas to give to children who asked to leave the class because they had tummy aches. `Children are too hungry to concentrate on learning,' says McConnell. `Where there is no learning there's no earning.'

`In Hackney, where unemployment reaches 62 per cent, 25 per cent of children are not eating anything in the evening,' says McConnell. `The society we live in has lots of money but we haven't worked out the right distribution.' According to the United Nations Children's Fund, UNICEF, child poverty in the UK is among the worst in the developed world.

In her recent book Change Activist--make big things happen fast, McConnell shows how `success, profit and principles are mutually achievable'. She is a living example of that. She juggles lots of responsibilities at the same time--business meetings, change management consultation and voluntary work in her one-woman project, the Magic Sandwich.

About 1 [pounds sterling] from every book she sells goes to buying bagels, juice and muffins for five Hackney primary schools, to which she delivers each morning. Rachel Stock, McConnell's publisher, says that some 5,000 books have been sold so far--`which equates I believe to 15,000 bagels!'

The project has got two sides--to feed and to educate. Kids spend their pocket money on Mars Bars and cola. `Most of them don't know what is nutritious to eat: at home they eat chips, crisps and pre-cooked food,' says McConnell. Within the Magic Sandwich she wants to set up nutrition groups to consult parents and educate kids.

Research is taking place at the five primary schools involved to assess what effect the provision of breakfast has on academic performance. There are no figures yet, but the improvement is already visible. `It has improved kids' attendance and their ability to participate in lessons. And there are no more late-comers,' says McConnell.

Now she is trying to involve businesses and food providers in supplying food or other support. `These kids are the companies' future employees. We have to take care of them and their education.' Most companies have a charity scheme or policy. `Companies can be persuaded to add social goals to their objectives. In fact they will get a nice feeling of doing something really worthwhile as well as ethical branding.'

Public awareness has started to grow. `Two people from Walt Disney phoned to offer their help if needed,' says McConnell. One e-business company did a sponsored walk recently for the Magic Sandwich as a team-building event.

McConnell does everything for the project from buying and delivering bagels to fundraising and PR. She would welcome any helpful ideas from FAC readers. `There's plenty of room in this campaign to offer their good ideas.'

`I believe this project is part of my destiny,' says McConnell. `It would be great to wake up one day and know that we haven't got hungry children now and that every child going to classes is able to learn and grow.'

`Change Activist--make big things happen fast' by Carmel McConnell published by Momentum at 15 [pounds sterling], author profits go to charity. You can contact the Magic Sandwich Project via email at: [e-mail]