Finalist for Young Globals 2016 Competition.

1. Tim Brutsman, Patrick Herron, Brandon Scavone, Erica Barringer
give nutrition
a chance

2. Childhood obesity is becoming an
epidemic due to the overconsumption
of cheap accessible unhealthy food.
PROBLEM

3. Get our target audience to
introduce healthier food choices
into their homes and communities.
objective

4. Middle & high schoolers
Ages 12-18
Particularly those who
are overweight or obese
and/or live in families
and communities where
people are overweight,
obese and/or have type
2 diabetes.
target

5. We we're able to sit down and talk
to a diverse group of kids in our
target, and from there we were
able to get a key insight.
Healthy eating is cool.
We believe that if we empower
kids to make their own decision,
they will make the right decision.
interview with target

6. Children and young adults
want to eat healthy but
junk food tends to triumph
over healthier choices due
to its accessibility and
appetite appeal.
insight

7. our big idea
Empowering our target audience and building
a larger appreciation for healthy food utilizing
Chance the Rapper as a healthy food influencer.

9. Chance is an incredibly
popular musician among the
target, with about 3 million
Twitter and Instagram followers.
why chance?
Chance consistently
does community
outreach, which our
stunt is totally on
brand for him.
Chance is incredibly popular
with music media, and draws
headlines with every major
publication, which is important to
getting our message out there.

10. media outlets
i
The campaign will launch by publishing exclusive interviews with
Chance the Farmer in Farm & Ranch Living and Rolling Stone.

12. 3-5
Tweets Daily
social media coverage
10-15
Snap Blogs
Snap Filter
10-15
Snap Blogs
2 Posts Weekly
1
Video with
Vlog Brothers
about the benefits
of a healthy diet.

16. schools
Posters in
Cafeterias
Partner with
Farmer’s Fridge
by placing
branded kiosks
in cafeterias
featuring food
grown on
Chance’s farm

18. how it works
Fresh produce will be gathered
every morning at “Chance’s Farm.”
Everything is to be made from
scratch by 5 am in order to be
delivered to Farmer’s Fridge kiosks
by 10 am.
Unsold salads from the previous
day are to be replaced and donated
to a local food pantry.
Food items delivered Monday -
Friday will stay fresh for 3 days
lasting throughout the weekend.
Chance the Farmer will be delivering fresh food
to multiple locations before media coverage.

19. hold up there’s more

21. Appearance
Mixtape Reveal
mixtape media coverage
Cooking
Segment
Performance
of Mixtape
Performances
Chance The Farmer releases mixtape with tracks
reinforcing healthy eating choices and an active lifestyle.

23. media plan Breakdown
Magazine
Launch
TUES WED THURS FRI SAT SUN MON
Jimmy
Fallon
Youtube
Vlog
Ellen
mixtape
& music
video out
DAILY

24. now we’re cookin’.