Iowa Department of Education Launches School Nutrition Awareness Campaign
The Iowa Department of Education needed a social marketing campaign to improve perceptions and awareness of the nutritional value of school meals. Outreach Strategists partnered with the state of Iowa to develop a research-tested communications strategy, video scripts, and design materials, including a toolkit for schools statewide to use.
Delivered a comprehensive statewide school nutrition communications plan
Produced three educational video concepts, including scripts, storyboards, creative direction, and shot lists
Created a campaign logo, brand guide, and visual identity system
Developed 12 digital and print outreach assets for statewide and local implementation
Conducted audience testing to ensure messaging resonated with parents and caregivers
School awareness poster encouraging participation in school nutrition programs.
Educational nutrition toolkit reinforcing healthy eating through engaging visuals.
Strategy
Research-based social marketing campaign grounded in audience insights and core messaging pillars
Messaging pillars that shift perceptions of school lunches by offering positive information about standards and the individuals preparing meals, rather than challenging beliefs
Design of turnkey, editable outreach materials for school and district use
Focus group testing with parents with children participating in the National School Lunch Program, to assess the effectiveness and validity of messages and design items
Impact
Equipped Iowa schools with a research-based communications plan and assets to improve awareness and shift perceptions of school nutrition programs statewide.
Branding
Advertising and Marketing
Research and Strategy
Video
