no kid hungry communities · we’re making government more efficient. we’re building a more...
TRANSCRIPT
No Kid Hungry Communities
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No Kid Hungry Communities
What is No Kid Hungry?
How No Kid Hungry Works
No Kid Hungry Communities
Four Unique Ways to Optimize Communications
1. Showing Impact
2. Messaging Hunger Differently
3. Connecting to Local Stories
4. Consistency of Brand
Showing Impact: Tell Compelling Stories
Showing Impact: Celebrate Small Victories
Messaging Hunger Differently
Messaging Hunger Differently:
We’re not just ending childhood hunger
We’re giving kids a chance to be kids. We’re helping parents make a
healthy home.
Messaging Hunger Differently:
We’re not just ending childhood hunger
We’re making government more efficient.
We’re building a more productive workforce.
Messaging Hunger Differently:
We’re not just ending childhood hunger
We’re making sure teachers can focus on teaching. We’re preparing the next
generation for success.
Messaging Hunger Differently: Changing
the Conversation
Education
Economy
Health
Hunger
Childhood Hunger: An Education Issue
Childhood Hunger: An Education Issue
Within a couple of weeks (of receiving free school breakfast), I saw a disinterested, unmotivated, uninvolved student become a talkative, humorous, optimistic scholar. - Teacher in Illinois
Childhood Hunger: An Economic Issue
• Balancing state budgets: Participation
in federal nutrition programs brings in
federal money
• Building strong communities: $1 in
SNAP spending = $1.73 in local
economic activity
• Creating economic security: Nutrition
education empowers families with lifelong
food budgeting skills
• Readying the workforce: Kids who eat
breakfast have a 20% higher graduation
rate and make $10,000 more a year
Childhood Hunger: A Health Issue
It’s less expensive to make sure people don’t get hungry than to deal with the far more expensive healthcare costs of not having access to food. – Dr. Hilary Seligman, University of California – San Francisco
Connecting to Local Stories
What are some other hot topics
in your community?
Does childhood hunger
play a role?
What’s your narrative?
Connecting to Local Stories: Best Practices
• Developing a narrative:
- Frame work in the context of hot topic issues
- Focus on solutions and impact
- Build a vision for people and give them a way to take part
• Deploying a narrative:
- Seek and train validators
- Be consistent AND keep it fresh
Consistency of Brand: Strong National Brand
20
Aware56%
Unaware44%
2014 Market Research
Aware35%
Unaware 65%
2011 Harris Research
Consumer
Awareness UP
20 percentage
points over 3
years
Consistency of Brand: Strong National Brand
Consistency of Brand: Strong National Brand
Consistency of Brand: Strong National Brand
Consistency of Brand: NKH State Networks
28,488 13,731 3,920
30,855 6,240 11,660
QUESTIONS?Questions?