Concern about obesity and unhealthy food choices among children is a serious issue for Americans and a priority for New York City's Department of Education. Mayor Mike Bloomberg’s Administration has put in place a number of initiatives to address the problem.

Challenge

• Encourage New York City public school children to take advantage of a new generation of healthy school meals

Strategy

• Make it "cool" for kids to eat healthy food offerings at school
• Involve parents in the process
• Heighten awareness of the New York City Department of Education's enhanced nutritional standards, free breakfasts and more appetizing menus

Execution

• Created a slogan — “Feed Your Mind” — to communicate that healthy meals promote learning
• Arranged for NEW YORK JETS offensive lineman Kareem McKenzie to record a radio PSA promoting the campaign slogan "Feed Your Mind"
• Established a "Feed Your Mind" Sweepstakes to encourage parents to qualify their youngsters for free and reduced price lunches
• Secured over $30,000 worth of in-kind donations, including Loew's Cineplex movie passes and a trip for two to Hawaii
• Announced the Sweepstakes with a press conference attended by New York City Schools Chancellor of Education Joel Klein and footballer Kareem McKenzie
• Arranged for celebrities such as chef Mario Batali, Mets pitcher Al Leiter, Z100's Party Patrol Van and Hot97 radio personalities, to visit local public school cafeterias

Results

• The New York City Department of Education served an additional three million breakfasts during the year the program was launched
• Halfway through the following year, the Department had already served 1.3 million more breakfasts than in Year One of the program