A small change inspires healthier NYC teens.
For over 25 years, Food Bank For New York City has watched low-income teens put their health at risk with poor food choices. So when they decided to get kids thinking about – and making – healthier decisions, the Food Bank invited AMP Creative to the table.
NYC teens are barraged with messaging – all day, every day. So AMP used insights provided by the teens themselves – as well as in-depth trend studies – to conceive and build campaigns to break through the clutter with quick-hitting messages and culturally-relevant design.
When presented with our top ideas, NYC teens told us that the most impactful message was the idea that small changes can add up to a big difference. Couple that with the target's preference for vibrant colors and dynamic design – which mirrored our trending studies – and our Change One Thing campaign rose to the top.
After the Change One Thing summer pilot phase exceeded all goals, the campaign was launched city-wide.
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