Spitfire Strategies

In 2010, Spitfire served as campaign manager for the Child Nutrition Initiative, a public education and advocacy campaign formed to promote the expansion of the Child Nutrition Act.

Child Nutrition Initiative

Our goal was to ensure that the reauthorization of the Child Nutrition Act included increased funding and updated regulations to improve access to and nutritional value of school lunches and breakfasts.

As campaign manager, Spitfire developed the campaign’s core messages and oversaw all activities, including planning and executing numerous legislative and media tactics designed to promote passage of strong reauthorization legislation. Using polling data commissioned by the campaign, Spitfire developed tailored message sets designed to reach targeted policymakers with diverse values—ranging from conservative policymakers interested in the physical fitness of military recruits to more progressive members focused on hunger and income equality. With messages in hand, Spitfire identified and recruited messengers who would be credible to these targets and trained these spokespeople to be effective in their delivery.

The combination of intensive advocacy efforts supported by an ongoing media drumbeat led to the passage of the Child Nutrition Act on December 2, 2010.

Spitfire also developed overarching messages to include in campaign advertisements, opinion outreach and digital media to position the program as a successful and critical tool to ensure kids stay healthy and succeed in school. They also emphasized a demonstrated need for improvements in the reauthorization based on health and academic performance data.

We conducted extensive national and local media outreach in coordination with the USDA and advocacy organizations. This outreach resulted in national and local news coverage including The New York Times, the Associated Press, The Washington Post, Politico, The Hill, The National Journal, The Atlanta Journal Constitution, The Las Vegas Review-Journal, The Arizona Republic, The Detroit News, The New Haven Register and many other outlets. Spitfire also developed creative content for print ads promoting passage in targeted outlets, including Roll Call, Politico and Congress Daily and engaged in a variety of outreach efforts targeting members of Congress with direct influence over the passage of legislation. The combination of intensive advocacy efforts supported by an ongoing media drumbeat led to the passage of the Child Nutrition Act on December 2, 2010.

Spitfire Services Employed

Communications planning & implementation
Campaigns
Messaging

Spitfire Tools Used

“This is a truly transformative program and there is no question that it is preparing leaders to be courageous communicators.”

- Colleen Bailey, Executive Director, The National Steinbeck Center

How Stories Can Help You Break through Barriers When Fact-Based Arguments Fall Short

Liv Kittel

By Liv Kittel
Senior Account Manager

As the dust from November 8 begins to settle, many are trying to reconcile Donald Trump’s Electoral College success with the fact that he spent the vast majority of his campaign pushing messages that were at odds with commonly accepted facts. Others are beginning to connect the dots between Trump’s… (read more)

Spitfire Spotlight: Liv Kittel

Get to know one of our newest Senior Account Managers, Liv Kittel! Where were you before Spitfire? I spent several years at Media Matters for America, cultivating expertise in media analysis, crisis communication and combating right-wing media misinformation. I led a large department of researchers and media monitors, and developed… (read more)

A Better Way to Explain Your Data

Katie Test

By Katie Test
Vice President

You’ve got a really complicated concept to explain and it’s really important that your target audience understand it. Do you: Pull together a PowerPoint presentation with 38 slides filled with data analysis written in 12 point font? Write a 1200 word blog post accompanied by charts, graphs and an annotated… (read more)

Sign up to receive Spitfire Sparks

You’ll receive our latest smarts on the causes you care about and updates on our free tools.