PBH Curriculum Program wins Pro Award

Produce for Better Health Foundation's 5 A Day The Color Way child nutrition education program, "There's a Rainbow on My Plate," received second place in PROMO Magazine's 2003 National Pro Awards in the category of the Most Innovative Communication Strategy. The National Pro Awards recognize the country's best promotions executed during 2002-2003. Over 400 entries were submitted from the top brand marketers and agencies in the country. The PBH, Dole Food Company, Crayola, LearningWorks, and Swardlick Marketing Group team behind the education program was up against marketers from such recognizable and revered brands as Sony, AT&T, Jeep, Unilever, Lexus, Snapple, 7UP, the NFL, Wal-Mart, and Washington Mutual.

"There's a Rainbow on My Plate" program is a free, multi-faceted nutrition education program that supports PBH's 5 A Day The Color Way campaign. The curriculum educates students and their families about the importance of eating five or more servings of colorful fruits and vegetables every day. The promotion ran March 2003 in 3,000 supermarkets and 12,000 elementary schools in the United States and featured a retail point of sale program in conjunction with a school curriculum designed for use by students in grades K-6. Schools were matched by zip codes to retailers in the program, and shipper displays in participating produce departments offered free "There's a Rainbow on My Plate" coloring books with purchase of Crayola Twistables crayons.

Key curriculum lessons featured information about the fresh, dried, frozen, canned, and 100 percent juiced fruits and vegetables, the locations of these foods in the supermarket, definition of serving sizes and convenient, ways to add more colorful fruits and vegetables to children's daily diets. Teacher kits at participating schools included teacher's guide with lesson plans and activity sheets, coloring/activity books and packs of crayons, and take-home flyers for parents with Dole coupons. To view the 2003 curriculum in its entirety, visit www.5aday.org.

Results of the program were overwhelmingly positive. All participating retailers surveyed indicating repeat participation in 2004, and school evaluation revealed an estimated 4.5 teachers per school used the program (average reach with curriculums of this nature is 3 teachers/school), and an estimated two million students and families reached. Overall, the program received an 84 percent above average performance in its first year. In addition, retailers reported 69-75 percent sell through of product with one retailer reporting 74 percent sell through in the first 2 weeks of promotion.

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