One in 13 children in the United States—or roughly two in every classroom—are affected by potentially deadly food allergies. Halloween is a particularly tough holiday for those kids. They can feel excluded if they don’t go trick-or-treating, but they can be in danger if they do. Food Allergy Research and Education (FARE)’s Teal Pumpkin Project encourages all households to offer non-food treats in addition to traditional sweets. The project is only few years old, and while it has had early success, FARE was hoping to increase the impact of the movement by generating more interest and participation nationwide.
FARE relied on Mind & Media’s video storytelling expertise to promote the Teal Pumpkin Project to multiple audiences: the public, the news media, and potential sponsors. During the strategy phase, we determined that the best way to connect with each audience was with unique videos. In rapid succession, we produced three distinct videos each with custom styling and messaging appropriate for the target audience.
The “Teal is the New Orange” animation was developed specifically for use on social media for the general public, and it was a hit! In just over a month the video was viewed over 800,000 times.