School Meals Rock Campaign
Many Wisconsin schools were dropping out of the federal school lunch and breakfast programs.
We launched the Wisconsin School Meals Rock! campaign to engage and inform students, families, teachers, and education administrators of the many advantages of these subsidized meal programs. An additional goal was to inform schools of ways to maximize the programs’ desirability for students and families. A communications plan was developed that included sample messaging and a strategy for implementation of the materials below.
Wisconsin School Meals Rock logo.
This Outreach Toolkit is full of guidance, templates, and resources for school staff to get started in promoting the School Meals Rock program.
Sample interior pages of the toolkit.
School Meals Rock pages on the WI Department of Public Instruction website.
Several videos were created for the campaign and promoted via social media, newsletters, and email lists.
Two brochures were designed promoting breakfast and lunch.
School meals messaging was featured on Facebook, Twitter, and e-newsletters.
A template for a letter to parents promoting school meals.
A deck template for school administrators to promote the implementation of school breakfast in their districts.
Social Media ads promoting school breakfast.
Impact
Results of the campaign so far:
- Almost twice as many Wisconsin school nutrition directors now report that local parents support their school meal programs. The percentage increased from 44 percent before the campaign to 84 percent afterwards.
- A positive change has begun, with fewer schools and students opting out of the school meal programs.
- 42 student teams engaged in promoting their school meals through the Wisconsin School Meals Rock! Video Contest.
- Over 20,000 copies of the Let’s Do Lunch brochure were requested by schools for distribution to parents, administrators, and other school community members.
- Wisconsin School Meals Rock! Videos have been viewed more than 11,000 times on YouTube and more than 8,000 times on Facebook.
- Schools received over 170,000 pieces of Wisconsin School Meals Rock! promotional supplies, including water bottles, cinch bags, lanyards, ID holders, pencils, and stickers.
Creative
Adobe products were instrumental in this campaign. The logos, illustrations, and ads were created in Illustrator, the toolkit and brochures were created in Indesign, the web banners were created in Photoshop, and the videos were created with Premiere Pro, After Effects, Audition, Illustrator and Media Encoder.
Team
Alicia Dill: Project Manager
Benson Gardner: Communications Strategy, Video Producer
Meri Annin: Art Direction, Graphic Design, UX Design, Illustration
Alex Kiander: Videography, Video Editing, Motion Graphics, Illustration
Derek Hovde: Video Editing
Tawny Morrison: Video Editing, Social Media Management
