AUSA created Passport to Nutrition, a community outreach program that targets 8 to 12-year-olds, teaching them to live a healthy lifestyle.
Our job was to activate the program with a video series that illustrated the positive benefits of a healthier lifestyle. The curriculum spoke to the benefits of proper nutrition, hydration, portion control and energy balance.
Taking a creative nod from popular kids’ game shows, we developed an overall contest idea featuring an adult host guiding five kids through a series of “challenges,” competing against each other to win the title of becoming the next Passport Kid.
We cast the host and the kids, designed the sets, conducted the rehearsals and locked in the shooting location. Then we shot six three-minute videos in five chaotic days with four cameras. We also created a music video to inspire the young audience and edited it all together with graphics and sound design to keep it fun and kid active.
It did the trick. We actually made nutrition fun. The response was overwhelming. 9,000 free kits were ordered and sent to programs across the country, reaching over 265,000 kids. The following year another round was ordered, serving even more kids.