1. NUTRITION FOR
SUCCESS
UNIVERSITY OF OREGON
SOJC CAMPAIGN PROJECT
MARCH 19, 2012
KELSEY REDDICKS l CRYSTAL STANFORD
TRAVIS STANFORD l BECKETT SNEDEKER-SHORT
3. TABLE OF CONTENTS
Executive Summary.................................3
Situation Analysis.....................................4
SWOT Analysis.........................................5
Creative Brief...........................................6
Strategy
Target Audience
Direction
Media Plan.............................................10
Media Mix
Budget
Schedule
Creative Execution................................13
Radio
Outdoor
Guerilla
Earned Media
Social Media
Evaluation...............................................21
Conclusion.............................................22
table of contents | 2
4. EXECUTIVE SUMMARY
Partners for a Hunger Free Oregon faces an increasingly difficult
challenge: raising awareness about hunger and combating
it from a socio-economic front. To help PHFO’s efforts, Team
Banana Shark approached a very specific aspect of the larger
problem: Children in Oregon schools whose lives are affected
by hunger. Our primary goal was to raise awareness about
Oregon’s Afterschool Meals and Snacks program, as well as to
encourage activism about the overarching issue. To accomplish
this, we created a proxy organization, Nutrition For Success,
whose purpose would be to spread the word about Oregonian
child hunger in honed, clever ways.
We targeted affluent, activist mothers whose prominence
in their communities and children’s school life made them
effective surrogates for our campaign. The tone we took was
blunt, urgent, and slightly nationalistic; painting hunger as not
just a social issue but as an enemy Oregon must defeat at all
costs. With radio, print, and large-scale publicity stunts, we
assumed the role of a moral whistleblower, eschewing safe
language and timid platitudes for something riskier and
potentially far more resonant.
3 | evecutive summary
5. SITUATION ANALYSIS
In order to gain a better understanding of the problem and the work we needed to do, we began by
analyzing the issue of hunger in Oregon and the ways in which Partners for a Hunger Free Oregon
functions as an organization. One of the most compelling pieces of information we found were statistics
related to the cost of hunger in Oregon, and how it affects society. Namely, we were surprised to find that
hunger costs Oregonians $1.2 billion dollars annually. The three leading causes of the cost burden include:
CHARITY
Charitable efforts are considered a short-term solution to hunger but it costs the nation $14.4 billion
dollars a year. The bill falls on volunteers and organizations that provide food availability programs.
ILLNESS
Malnutrition causes weight loss, stunted growth, weakened resistance to infections and hinders mental
development. This mental and physical strain creates more doctor visits, higher rates of hospitalization
and missed work. The cost of the mental health and medical care is $66.8 billion.
LIMITED LEARNING AND LOWERED ECONOMIC PRODUCTIVITY
Children and adults who suffer from food insecurity are affected cognitively, which makes it hard to
engage in educational, social and work environments. This causes limited earning potential for those
who are hungry and lower work force productivity for business. The cost of limited learning and lowered
economic productivity is $9.2 billion dollars.
It was here that we found the inspiration that would drive our campaign. If we could take preventative
measures such as ensuring that children were fed, and thus enabled to learn fully and lead healthier lives,
then perhaps we could take a step in reducing hunger’s burden on society.
situation analysis | 4
6. STRENGTHS WEAKNESSES
IMPASSIONED
NARROW-SCOPED
URGENT
COMMUNAL
HONEST
RISKY
CREATING APATHY
A MOVEMENT INABILITY TO MOBILIZE
EXPANDING NEWORKS
FOSTERING A SENSE OF
OREGON PRIDE ACTIVISTS
OPPORTUNITIES THREATS
5 | SWOT analysis
7. STRATEGY
Grow and leverage public advocacy and funding for the After
School Meal and Snack Program by raising awareness. The
program offers reimbursements to after school programs
that serve free and healthy meals & snacks to children in
both rural and urban areas of Oregon.
strategy | 6
8. TARGET AUDIENCE
TARGET
Our target is relatively affluent, middle-aged women, approximately ages
35-50, who are invested in their child’s school and the politics of it. They are
chaperones and volunteers, interested in their community and involved with
their child’s life. We’re also tapping into these womens’ inherent network of
neighbors, fellow moms, friends and family. If we reach them through the thing
they’re passionate about—their child and their child’s school—we are catching
their entire social network in our web.
CURRENT THOUGHT
Many parents are either unaware of the scope of Oregon’s hunger problem,
or have a warped view of what the hunger epidemic looks like. To some, child
obesity contradicts the idea that there are hungry children in schools, and they are
dismissive of the issue due to this misconception.
DESIRED THOUGHT
Obesity is actually a symptom of malnourishment and lack of proper nutrition,
and a hungry child does not necessarily have to look emaciated and starving.
What makes the problem so insidious is that it’s so subtle. We want people to
recognize how widespread and complex child hunger is, how it affects our entire
society, and the cost of it.
7 | target audience
9. DIRECTION
ALLEVIATING THE ECONOMIC COST OF HUNGER
Start from the bottom. Let it work its way up.
SINGLE MOST IMPORTANT THOUGHT
Healthy meals are the building blocks to a brighter future and a child’s physiological
needs must be met before society can expect them to learn and become successful.
MANDATORIES
Focus on the cost aspect of the campaign above all else. Don’t get caught up in the
obesity angle, and be careful about stoking fiscal conservative’s ire by highlighting
class inequality. Cost, cost, cost. How does this hurt all of us?
CHALLENGES
Since we’re dealing with policy and economics, there will be resistance from people
who don’t believe the allocation of resources into this program is necessary. Fiscal
conservatives may fight us, and we will struggle with parents who, as stated above,
think all the overweight children in the halls means hunger is a myth.
INSIGHT
• Hunger costs Oregon an incredible amount of money.
• The repercussions of childhood hunger are long-term and drastic.
• Money is being wasted in schools because kids can’t develop fully and properly
due to the repercussions of hunger.
• Healthy meals translate to better test scores, improved reading skills, and
increased attendance.
• A child’s physiological needs must be met before society can expect them to learn
and become successful. Healthy meals are the building blocks to a brighter future.
direction | 8
10. OUR STRATEGY
starts from the bottom
& enables children to
work their way up.
Society in turn benefits
SUCCESS
from their success.
CONFIDENCE
SELF-ESTEEM
QUALITY EDUCATION
FEELING NOURISHED/SECURE
HEALTHY MEALS & SNACKS
BANANA SHARK’S
HIERARCHY OF NEEDS
9 | strategy
11. WEBSITE
MEDIA MIX
Our Website will be used as a communication hub where our audience can donate, volunteer and learn more about Nutirion for
Success and the After School Meal and Snack Program.
SOCIAL MEDIA
Tactic: Information hub / Action conduit
Our media plan utilizes social media to reach K-8 Moms. More specifically, we will focus on Facebook. We will use social media
mostly as an information hub and conduit for action, where people who are interested in helping can be referred to for more
detailed information or commit to attending events or donating. We can also explore Twitter and Kickstarter as tools for raising
awareness and soliciting donations.
EARNED MEDIA AND OUTDOOR
Tactic: Publicity stunt
We will put a sign on the Washington and Oregon border that will mimic the “Welcome to Oregon” but it will read “Welcome to
Hungry Oregon.” The sign will drum up interest for Nutrition for Success and the After School Meal and Snack Program. We will
make sure that local media, both print and broadcast, are contacted in order to garner positive coverage and publicity.
RADIO
Tactic: Radio spots for awareness and action
Radio spots can be strategically placed when we know many K-8 moms will be listening. We will conduct research to determine
when and where we have our audiences’ ears. Do they listen to NPR/OPB at approximately 8 a.m. while they are getting ready
for the day? Or do they listen to the local pop music station on their lunch breaks? Whatever the case, these radio spots will be a
chance to inform and call these moms to action.
PRINT
Tactic: Print communication
Our flyers will act as a source of information, as well as, spark interest in Nutrition for Success and the After School Meal and
Snack Program.
TAKEAWAYS
Tactic: Nutrition for Success pins
We want our audience to have a physical object to share with their networks in order to spread the word about Nutrition for
Success and the After School Meal and Snack Program.
media mix | 10
12. BUDGET
SAFEWAY GRANT
The Safeway Foundation provides nonprofit organizations with support for local communities through
priorities such as hunger relief, education, health and human services and assisting people with disabilities. In
order to receive a grant, an organization must apply to be accepted. Once accepted, if it’s the organizations
first time using the Safeway grant, they may receive anywhere from $10,000 to $25,000. The grant will be used
to fund our campaigns media outreach and provide an outlet to reach our target audience.
ONLINE PRESENCE
Our website will cost $100 per year for a domain name. With hired assistance to maintain the website,
Facebook and Twitter it will cost $844.80 for three months with minimum at $8.80.
EARNED MEDIA AND OUTDOOR
We will allocate $200 to make the “Welcome to Hungry Oregon” sign. There will be a a follow up billboard that
will run for 2 weeks at the a cost of $500.
RADIO
We will have one 30 second spot on a radio station in Portland, Oregon to be played every Wednesday
starting April 4 and ending on June 27. It will cost $141 per spot for a total cost of $1,692.
We will also have one 30 second spot on a radio station in Eugene, Oregon to be played every Wednesday
starting April 4 and ending on June 27. It will cost $25 per spot for a total cost of $300.
PRINT
We will allocate $1,125 to print flyers.
TAKEAWAYS
The pins will cost $215 for 1,500.
11 | budget
13. SCHEDULE
Nutrition for Success
Safeway Grant: $5,000
Spring Media Plan 2012
Months April May June
Weeks 1 2 3 4 1 2 3 4 1 2 3 4
Media Total Cost
Social Media
Facebook
Twitter
Website $100
Earned Media (event) $200.00
Billboard $500.00
Radio
Portland (30 second spot) 4 11 18 25 2 9 16 23 6 13 20 27 $1,692.00
Eugene (30 second spot) 4 11 18 25 2 9 16 23 6 13 20 27 $300.00
Print $1,125.00
Takeaways
Pins $215
$4,132.00
Paid Work
Social Media (2 hours per day M-F) 3 months $844.80
Oregon Minimum Wage: $8.80
$4,976.80
schedule | 12
14. NUTRITION FOR SUCCESS WEBSITE
The NFS website will be a very important tool in our campaign. It will be placed on all of our media that
is distributed to our target audience and will provide information to those who want to learn more about
NFS and how to become a volunteer for the local After School Meal and Snack Programs (ASMSP). In
addition, it will have a “donate now” button, which will simply allow people to contribute any amount of
money directly to childhood hunger and ASMSP.
13 | creative execution
15. NUTRITION FOR SUCCESS FACEBOOK PAGE
The NFS Facebook page will be used as a place for our followers to raise discussion among themselves
and ask questions to NFS. We will not be using this page to bombard followers with information and
we hope that issues of childhood hunger are brought up by them, not us. This page will be used as a
community chat board where people are able to ask questions, raise awareness and build networks on
childhood hunger related issues.
creative execution | 14
17. RADIO
To connect with our target and drive home the message of urgency and state pride, we chose to buy
radio spots on NPR and Portland stations like 94.7 and 97.1. These spots would run in the morning and
afternoon as children are dropped off and picked up from school.
NARRATOR:
“We’re Oregonians. This is our state. Our home.
And unfortunately, Oregon, our home happens to
be one of the hungriest in the nation. Children are
going without food, and when something like that
happens we need to stand up and call out, “Not
here. Not in our state.” We’ve let hunger destroy
us from the inside for too long, and it’s time to
stop it. We all have the power to put an end to this
epidemic of hunger. We have the power to feed
our state’s children. Because we’re Oregonians,
and this is our home.”
creative execution | 16
18. “WE ARE HUNGRY OREGON” SIGN
We have created the “We Are Hungry Oregon” sign to be strategically placed on the Oregon-Washington
border. Its purpose is to be used as a replica of the “Welcome to Oregon” border signs in order to raise
awareness of hunger in Oregon. It also contains a brief fact specifically on childhood hunger to tie in to the
main focus of our campaign. In creating this sign, we hope that Oregonians returning home and newcomers
visiting the state will be reminded of a severe issue in Oregon and look further into our campaign efforts.
WELCOME TO
HUNGRY OREGON
WHERE HUNGER AFFECTS
17%
OF CHILDREN
nutritionforsuccess.com
www.nutritionforsuccess.com
17 | creative execution
19. FOLLOW-UP BILLBOARD
The “We Must End Child Hunger Together” billboard is designed to draw similar attention as the sign does
and will be used as a follow-up tool to guide viewers towards our website in a clearer approach. It will be
strategically placed about five miles in front of our Hungry Oregon sign and will allow viewers to make a
connection with the earlier sign and again be reminded of a major issue that their state faces. We hope that
using both these tools together will encourage a viewer to look further into our campaign.
WE MUST END CHILD HUNGER
TOGETHER.
NUTRITION FOR
SUCCESS
creative execution | 18
20. CHILDREN
ARE GOING HUNGRY IN OREGON SCHOOLS.
MAYBEABOUT IT BEFORE, OR THOUGHT ABOUT IT
YOU’VE HEARD
YOU KNOW THIS -
WHEN YOU DROP YOUR KIDS OFF.
IT’S AN ISSUE
THAT GETS LOST IN THE SHUFFLE OF OTHER CAUSES,
FLYERS BUT THE FACT REMAINS:
Flyers describing the issue in a manifesto-like tone,
decrying hunger in Oregon, will be distributed at PTA
meetings and grocery stores. By striking a severe tone
and stressing a call to action, the flyers urge parents to
visit the website and get involved.
OREGON
IS ONE OF THE HUNGRIEST PLACES IN AMERICA,
AND IT’S CHILDREN WHO ARE SUFFERING BECAUSE OF IT.
THIS IS SOMETHING
WE WON’T ALLOW TO HAPPEN.
NUTRITION FOR
SUCCESS
JOIN OUR FIGHT AGAINST HUNGER AT
NUTRITIONFORSUCCESS.COM
19 | creative execution
21. TAKEAWAYS
Pins will be made and handed out to parents and supporters at PTA and school board meetings, as well as
any events related to Nutrition For Success and Partners for a Hunger Free Oregon. Pins serve as a sort of
badge that supporters can wear to foster a sense of community and pride in the program.
FEED the
BODY
FEED the
NUTRITION FOR
SUCCESS
MIND
nutritionforsuccess.com
creative execution | 20
22. EVALUATION
WEBSITE AND SOCIAL MEDIA
Our website provider allows us to monitor how many hits our website gets each day. We will see an increase
in hits as other aspects of our campaign are implemented and we grow awareness. Our Facebook page will
be monitored and we encourage feedback and archive suggestions that could be successfully implemented
to help the program. We will evaluate our page by the increase of “likes” and quality of engagement.
RADIO
We plan to include a tag line that encourages listeners to visit ASMSP’s Facebook page and website. If this
message is successful, we will see an increase in web traffic on our website and Facebook.
EARNED MEDIA AND BILLBOARD
We acknowledge that it’s difficult to record the amount of exposure that it will receive from our target audience, but we will
strategically place the billboard on a route that is used by parents on commute to their children’s school.
PRINT
Our print portion’s success will be judged by how many flyers we distribute, in addition to the increased web traffic we hope it
will generate.
TAKEAWAYS
We will evaluate the success of our pins by the amount given away, their popularity and how often we see people wearing them.
21 | evaluation
23. CONCLUSION
Nutrition for Success strives to fight hunger in Oregon by raising awareness and
fostering activism. We recognize that without proper nutrition, hungry Oregon children
are not receiving the education they deserve, and there can be no progress on the
hunger front if we don’t address this fundamental problem.
WHEN WE AREN’T
NECK DEEP
IN ADVERTISING PROJECTS...
Beckett Travis Stanford
Kelsey Reddicks Crystal Stanford Snedeker-Short Media Planner
Account Manager Account Planner Copywriter Travis is a Colorado
Kelsey is an avid Crystal loves Beckett doesn’t native that loves
scuba diver and bargain hunting and think you care what to be active. He
loves cooking. Her adventure having. his interests are. runs track for the
guilty pleasures She really, really He enjoys cottage University of Oregon
include: The loves Kanye West cheese, murder, and spends a
Bachelor, macaroni and Hillary Clinton, murder mysteries, majority of his time
and cheese, and even though a lot of stealing pet rats, and doing so. Music is
gossip magazines. other people don’t. Cambodian culture. also a passion of his.
conclusion | 22
24. UNIVERSITY OF OREGON
SOJC CAMPAIGN PROJECT
MARCH 19, 2012
KELSEY REDDICKS l CRYSTAL STANFORD
TRAVIS STANFORD l BECKETT SNEDEKER-SHORT
