In 2010, The School District of Philadelphia and The Food Trust were awarded a grant through the Communities Putting Prevention to Work (CPPW) Nutrition and Physical Activity Initiative to address health, nutrition, and obesity in Philadelphia Schools. Needing a creative way to communicate the message and motivate students, The School District of Philadelphia and The Food Trust chose Paragraph as their partner. Paragraph created HYPE (Healthy You. Positive Energy.) and helped introduce the brand campaign in more than 200 schools through messaging, marketing, launch kits, promotional materials, and more. After a few months in the classrooms, we moved the campaign into the community to sustain momentum and grow awareness.
Naming and messaging
Visual language and identity
Promotional campaigns and materials
Media strategy and planning