Food Inc.

Challenge: Participant Media is a unique Hollywood production company that, in addition to producing high caliber films, seeks to effect positive social change. Prior to the release of its critically acclaimed documentary, FOOD, Inc., the company embarked on a social action campaign to promote a healthy federal school nutrition policy.

Approach: Schrayer & Associates assessed the situation on Capitol Hill and with the Administration and crafted a strategy to encourage support for critical child nutrition and school lunch legislation. We developed the concept of a Healthy School Food Brigade, consisting of grasstops and grassroots supporters from around the country who came to Washington to meet with targeted members of Congress and senior White House officials. Schrayer staff managed all aspects of the campaign, including message development and branding.

Results: Lead sponsors of the legislation were presented with a petition containing more than 50,000 names during a widely attended press conference. Advocates visited scores of targeted legislators, many of whom signed on as new co-sponsors of the legislation, and the goal of removing junk food from our nation’s schools made significant progress.

Here are summaries of just a few of our winning strategies:
• CARE USA

• Human Rights Campaign
• National Association of Children’s Hospitals
• National Association of Public Hospitals

• U.S. Global Leadership Coalition
• Waiting For "Superman"