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 has been a tremendous eye opener. It shows us how to pull the aspects of communications skills, from the message, to the audience. It forced us to identify our strengths and our weaknesses in an effort to become more strategic in how we prepare our messages and communicate them.”

- Training Participant

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