Kellogg's Give a Child a Breakfast (GACB)

Project Overview

Through articles that shed light on childhood hunger in the United States, listicles that offer unique ways to give back to hungry children and infographics that showcase the importance of breakfast, content will tap into the readers’ topical, emotional and educational interests on the issue of childhood hunger. 

This content will act as a trusted source for those who are interested in school breakfast programs and the fight against childhood hunger – especially at breakfast – simultaneously building trust in Kellogg’s as a strong partner in this issue. Content should highlight Kellogg’s contribution to the fight against childhood hunger as well as their help in raising awareness about the issue. Help Kellogg’s give a child a breakfast.

Content Objectives

  • Shed light on childhood hunger: content should educate readers on the prevalence of childhood hunger in the U.S.
  • Offer possible solutions: content should offer readers unique and interesting ways to get involved in the fight against childhood hunger – specifically with school breakfast or breakfast in general.
  • Educate on the importance of breakfast: content should place the emphasis on breakfast as the most important meal of the day.
  • Educate about school breakfast programs and the benefits of them: content should speak to the benefits of current school breakfast programs.
  • Highlight success stories around school breakfast programs: when possible, content should highlight the success of certain types of school breakfast programs (grab and go, in the classroom, 2nd chance breakfasts, etc.).

 

Who Your Readers are?

  • Women (25-54 years old).
    • Whether or not these women are mothers, they still care about fighting childhood hunger. If mothers, this content might pull at the heartstrings, since they may be concerned about their own children.

 

What Kellogg’s Content is:

  • Serious, yet Optimistic: Tone should be serious without being depressing. Always end on an optimistic note, offering readers tips on how they can get involved.
  • Inclusive: Content ideas should be inclusive and never make stereotypical presumptions about race, neighborhood, income levels, etc. This issue can and does affect everyone.
  • Approachable:  Content ideas should be approachable to the average reader. Ideas should be very easy to access or not difficult to complete.
  • Easy to Read: Content should be easily digestible to the average reader using laymen’s terms.

 

What Kellogg’s Content is not:

  • Negative or Depressing: Content will not be negative or depressing in nature towards the topic of childhood hunger. Content should always be solution-oriented.
  • Stereotypical: Content should never make overarching stereotypical assumptions. If making statements, they must be backed up by credible sources.
  • Food specific: Content should avoid talking about specific breakfast foods – eggs, bacon, etc. Instead, it should speak to the importance of breakfast as a healthy way to start the day.
  • Complex: Language should be simple and layman’s terms should be used, but not too casual as to undermine trust.

 

Sourcing Guidelines

  • Use credible sources: Sources should be original and credible.
  • Blacklist: General Mills, Post or any of their sub-brands.

 

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