No Kid Hungry's Charity Activation Powered by Breakfast

overview

It was National School Breakfast Week, and No Kid Hungry had a message to spread. Breakfast fuels a child’s educational success, and breakfast in schools is an important ingredient to fueling our kids. To bring this message to life, we created a memorable, interactive experience during a one-day event at Santa Monica Pier. We invited participants to pedal bicycles, which powered up breakfast: a bowl of cereal, milk and an apple. As people pedaled, our breakfast props lit up. The creative alignment that breakfast is fuel helped build awareness and deeper understanding. Over the course of the day, we saw over 1,500 consumer interactions. What’s more, this event was designed for publicity. The digital influencers and traditional media coverage powered up the reach of this message, earning 40.3M media impressions and 112M social impressions. Santa Monica Pier was a party, including sponsor giveaways, a coloring wall, a caricature artist, cornhole and a DJ. Most importantly, this charity activation joined people together in this conversation – and in the fight to end childhood hunger.