More Plants on Plates Illinois Campaign

Illinois passed a new, first-in-the-nation law that requires schools receiving federal meal reimbursements to provide plant-based lunch options to students with prior request by a parent or teen. A group of plant-based advocates tasked us with designing and implementing a multi-channel communications plan to increase sign-ups for plant-based lunches by raising awareness about this new law and the benefits of plant-based eating.

107,500+

More plant-based lunches eaten per year, and growing!

Services

Brand Development, Influencer Marketing, Paid Media, Earned Media, Community Outreach

THE CHALLENGE

This law passed under the radar in August, 2023 without a strategic plan to implement an education campaign for the 2023-2024 school year and without a streamlined process to request these new lunchtime options. There are also common misconceptions about plant-based eating that can prevent families from wanting to sign their child(ren) up for plant-based lunches even though there are immediate and long-term health benefits.

THE SOLUTION

SGS executed a multi-lingual statewide public education campaign that included key message development, branding, a website and sign-up form, digital and OOH advertising, organic social media, video development, outreach and grasstops engagement.

Learn more at MorePlantsOnPlatesIL.com.