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?