National Initiative to Combat Childhood Obesity
Develop a communications and stakeholder engagement strategy, centered on elementary and middle schools to reach at-risk youth and their families to shape and change behaviors around exercise and nutrition.
Tactics & Results
Secured buy-in from stakeholders in education, health, government and nonprofits; crafted a compelling story for media on innovation, the power of partnership to combat childhood obesity, and the success of learning and moving in a classroom setting. Children learned the importance of good health, exercise, and nutrition. More than 300,000 students in five urban cities burned 1 billion calories; teachers used modules as part of their lesson plans; digitization encouraged best practice-sharing and home use. Developed traditional and digital media plans, and a plan for internal communications. Enhanced client’s leadership footprint in the war on childhood obesity; program incorporated into client’s corporate philanthropy platform. Developed a report on the progress and success of the program.