Background:

Because of school closures from COVID-19 during the 2019-2020 school year, Texas received approval from the U.S. Department of Agriculture to provide more than $1 billion in pandemic food benefits to families with children that temporarily lost access to free or reduced-price school meals.

This was a collaboration with the Texas Health and Human Services Commission, Texas Department of Agriculture and Texas Education Agency.

Solution:

To assist the parents of children that were receiving subsidized meal plans; the state initiated Pandemic EBT (P-EBT) to provide funds to purchase food through SNAP. This created an urgent demand by the TDA Food and Nutrition Division for creative content aimed at targets including students, parents and teachers. Our creative team developed static social media ads, a parent flyer, a web banner and buttons, an e-blast and paid Facebook/YouTube campaign.

Results:

The work we have developed has been featured by the Governor, Texas Health and Human Services, Texas Education Agency and the Texas Department of Agriculture websites and tens of school districts throughout the state.