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    Strategy, concept, design and implementation guide for this Social Campaign launching new eating guidelines for schools which invited students to… Read More
    Strategy, concept, design and implementation guide for this Social Campaign launching new eating guidelines for schools which invited students to daily interaction by following the lives of four very unique characters. The use of various methods and characters was designed to extend the reach of the campaign while encouraging participation in two-way conversation rather than ‘all too obvious’ promotional posts. The language of this campaign was intentionally positively focused, built around what was gained (not lost) through the launch of these new guidelines. This allowed students to see the guidelines as a support and foundation for healthy living, rather than a set of restrictions. Read Less
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