PROGRAM: School Breakfast Week (2019)

Background:

Many students eat lunch but tend to skip out on the most important meal of the day, breakfast. The Texas Department of Agriculture (TDA), wants to encourage students to eat a healthy breakfast. Each year, Texas schools (elementary, middle school and high school) host a weekly campaign called School Breakfast Week during the week of March. This campaign aims to improve students’ attitudes and behaviors of eating breakfast daily. Each year, TDA provides school cafeteria staff with resources to help assist in the planning and execution of this campaign. In 2019, the theme was “Level Up with a Healthy School Breakfast” and was inspired by the popular arcade game, Pac-Man. TDA hosted a statewide art contest and selected the top two artworks, which served as a basis for creation of the campaign artwork.

Solution:

Strategar developed a variety of creative materials over the course of three (3) months, using the winning student artwork for inspiration. Creative materials included posters, website banners, catalogs and much more. In addition to following the Level Up theme, the collateral had to follow three key messages; eating healthy, maintaining an active lifestyle and the importance of education. The collateral also had to be developed for three audiences; elementary students, middle/high school students and Spanish-speaking students.

Results:

The 2018 School Breakfast Week campaign resulted in more than 8,539 schools ordering posters and participating in the event. Over 30,00 posters were sent to schools along with 5,223 selfie backdrops. This campaign reached 1,023 school districts in the State of Texas reaching 5.4 million children attending K-12 public schools and further advancing the importance of a healthy start to the day.