Raising Awareness for Rise & Shine Illinois

GREATER CHICAGO FOOD DEPOSITORY

SHOWCASE
Greater Chicago Food Depository

USING SOCIAL MEDIA TO PROVIDE SCHOOL BREAKFAST FOR ILLINOIS STUDENTS

In Illinois, nearly 450,000 students eligible for free or reduced-price breakfasts do not receive them, leaving many at-risk students hungry and $103 million in federal funding on the breakfast table. In 2016, Rise & Shine Illinois (RSI), a partnership of several antihunger organizations, on behalf of the Greater Chicago Food Depository (GCFD), retained Public Communications Inc. to help expand the program.

OBJECTIVES
Expand school breakfast legislation to be passed by the Illinois Senate and signed into law.
Mobilize at least 10,000 people to visit Rise & Shine Illinois’ website through a digital campaign.
Secure a commitment from at least three new schools interested in beginning the process of implementing a breakfast program.
Develop and share a custom hashtag, Facebook and Twitter copy, content and graphics.
RESULTS
Facebook and Twitter campaign drove more than:
20,000 website visits within one week of outreach
82,000 website impressions
1,000+ combined Facebook and Twitter engagements
127 more Facebook likes
Generated five breakfast program submission forms from school officials, potentially leading to hundreds of students receiving nutritious breakfasts.
Generated a large volume of conversation among educators through the School Breakfast Week Twitter chat.
As a result of our efforts, the Illinois Senate unanimously passed SB2393 and the governor signed it into law. The bill expands the school breakfast program for 175,000 students.
RISE & SHINE CAMPAIGN
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