Summary of the impact

The case study will discuss, and provide qualitative evidence of the ways in which Julie Maclusky's action research into developing approaches to teaching creative writing in primary schools has contributed to the thinking, training and continuing professional development of primary school teachers and their teaching practice. It will illustrate the emerging impact that the research has had on the practices of primary schools in teaching creative writing and on the value and success of those practices to developing articulacy and literacy amongst primary school-aged children.

Summary of the impact

Dr Paul McDonald is an award-winning writer whose comic novels, short stories, and poetry have established him as a leading figure in the literature of the Black Country. His creative output is informed by scholarly research into humour and humour-writing that has national and international reach, and has contributed to the public knowledge of the history and cultural significance of humour. Specifically, he has:

• benefited economic prosperity through media commissions in the creative sector (e.g. via promotion, sales, and web traffic);
• contributed to creating, inspiring, and supporting the cultural life of the West Midlands.

Summary of the impact

Widespread concern about the effects of excess alcohol consumption by young people has been the focus of extensive national debate. The drinks industry has paid growing attention to these issues; corporate social responsibility measures by both individual companies and industry bodies show evidence of a more sophisticated appreciation of how marketing can be used to address the problem. This is evident in publications of the major drinks companies and the continual updating of recommendations to industry by the Portman Group. Findings from research into young people, alcohol consumption and social identity research have informed public, policy and industry debates and have shaped control measures, in particular by highlighting the social versus individual responsibility issues around so-called binge drinking. Professor Isabelle Szmigin of Birmingham Business School, a lead researcher on this project, has subsequently been directly involved in enhancing corporate social responsibility activities within the alcohol industry through industry and policy wide debates such as a St. George's House consultation on alcohol and has been appointed as one of nine members of the Portman Group Independent Complaints Panel, which adjudicates on complaints made under the industry Code of Practice on the marketing of alcoholic products in the UK.