The Arizona Department of Health Services (ADHS) partnered with the Arizona Department of Education to increase statewide participation in the Summer Food Program. The program provides free, nutritious meals (primarily lunches) to kids grades K through 12 when school is not in session. ADHS turned to Moses to revamp the lunch program’s image in a way that parents and children alike could really sink their teeth into.
The new campaign would need a new name – something that increased the perception that the Summer Food Program is safe and healthy – as well as an approach to increase awareness, participation and engagement.
The challenges revolved not just around getting healthy eating to appeal to kids but also in changing the initial concerns that parents expressed. Was it safe? Was it convenient? In short, was it worth it? Moses needed to increase the value of the Summer Food Program by showing that it wasn’t just about free, nutritious food but also providing a safe place for kids to socialize.
Our proposed name, Summer Lunch Buddies, would breathe some much needed new life into the existing program. With the help of visuals depicting kids hanging out at the lunch table, we would create a new outreach toolkit to convey a summer activity that delivered food and fun among friends.
To raise awareness of the program and its benefits, Moses created an outreach toolkit that utilized the Live Portrait app, which allows users to augment reality by bringing still images to life.
The Summer Lunch Buddies toolkit encouraged its audience to use mobile devices and engage with the collateral (in-school posters, take-home flyers, magnets, bookmarks, etc.) by holding their phones over corresponding displays and uncovering videos that explored the benefits of the Summer Food Program. In the end, the ADHS Summer Food Program didn’t just have a new identity, it had an outreach tool that was as informative as it was interactive.