Supported by the General Directorate of Education in the Eastern Province, the campaign involved more than 150 students from 50 intermediate schools in the Eastern Province. Students from the top three schools, who were selected as finalists, participated in live panel discussion at the Grand Finale event held at Al Mo'tasem Bil Lah Intermediate School. The exciting event was attended by ministry officials, teachers, students, parents, media as well as representatives from Kraft Foods.

A committee comprising Dr. Khalid Al-Madani, clinical nutrition consultant and former Vice President of Saudi Society for Food and Nutrition, as well as the chairperson of the Diabetes and Nutrition Education Committee of the Saudi Diabetes & Endocrine Association, and the administration manager of the Saudi Diabetes & Endocrine Association led the interschool competition where students were tested concerning their health and nutrition knowledge. All participating schools received three booklets containing a wealth of educational information about nutrients and foods, as well as the importance of balanced diets and the effects of obesity. The booklets also contained a set of multiple choice questions and four short essay questions for students to answer. Each school was allowed to submit up to three booklets, which were then assessed by the judging committee.

Students from Al Mo'tasem Bil Lah, Al Hasan, and Al Hidayah schools were short-listed as the campaign finalists and battled it out in a live discussion with the judging committee at the finale. Al Hidayah emerged as the Grand Prize winners while Al Mo'tasem Bil Lah and Al Hasan won the first and second runners up places respectively.

Kraft Foods presented all three teams with trophies and gift vouchers to buy educational and learning supplies from a reputable bookstore. In addition each of the three schools was awarded with laptops sponsored by Kraft Foods. At the prize presentation ceremony, Azzam Alamaddin, Director, Corporate Affairs, Kraft Foods Middle East & North Africa thanked the General Directorate of Education in the Eastern Province, the Saudi Diabetes & Endocrine Association and all other parties for their support and contributions toward the campaign, which is an important corporate social responsibility initiative for Kraft Foods aimed at educating younger generations. He said: "With a presence in Saudi Arabia for more than 50 years, we have a responsibility toward the community which goes beyond just producing high quality products that consumers love and trust. It is also our responsibility to contribute toward educating consumers on healthy lifestyles habits."

"The Interschool Awareness Campaign on Healthy Lifestyles and Wellness is part of Kraft Foods' global social responsibility efforts to build stronger and more sustainable communities. The campaign in Dammam follows the successful launch of the Jeddah chapter last year, and represents an important educational initiative where Saudi schoolchildren can engage in a dynamic dialogue on health, nutrition and wellness issues. We are pleased to have the support of the General Directorate of Education in the Eastern Province, and we are tremendously encouraged by the positive outcome and overall support and enthusiasm shown by the students, teachers and parents," said Vishal Tikku, managing director, Kraft Foods GCC.

Commenting on the campaign, Al-Madani said that the campaign is an important initiative to equip students with accurate health and nutrition information and to instill positive lifestyle habits in them at an early age. "There is a need to continuously build awareness amongst younger Saudi citizens about the importance and benefits associated with eating balanced diets and living healthy lifestyles. Thus initiatives such as the Kraft Foods Awareness campaign play a crucial role in helping to mold young minds in positive ways," he added.