Food Bank For New York City
As one of the country’s largest food banks, Food Bank For New York City aims to end hunger in New York City by collecting and distributing meals to help feed the 2.6 million New Yorkers in need and by providing nutrition education programs that reach over 40,000 children, teens and adults.
To support that mission, AMP was challenged to develop a strategic social responsibility program for Food Bank For New York City that promoted healthy eating among low-income teens residing in the five boroughs of New York City. The message had to reach a unique demographic of teens at locations where 50% of people have incomes equal to or less than 185% of poverty guidelines/thresholds.
Focus groups and one-on-one shadows indicated that teens are open to healthy changes but only in small steps.
Create a custom healthy food truck that delivers an educational experience for teens that they can improve their health by simply changing one thing in their diet.
The ‘Change One Thing’? truck distributed healthy summer snacks (apple slices, frozen fruit bars, bottled water) at teen centers, summer camps, parks and recreation centers in NYC. To increase the educational experience, the truck featured an interactive touchscreen which featured fun, educational games highlighting nutritional information.
The ‘Change One Thing’? truck visited 40 different NYC locations, attracted more than 12,000 unique visitors and over 3,000 game interactions, while distributing 29,000 healthy snacks and water bottles and 8,000 teen focused recipe booklets.