School Meals Campaign
We were asked to build a multi-month global campaign around the launch of a major School Meals report — using a mix of organic and paid content to keep the issue visible beyond the launch moment.
The challenge was making a technical, evidence-heavy story work for very different audiences, from policymakers and partners to people encountering the issue on social media — with a very small budget.
01 / The Approach
Rather than repeat the same content everywhere, we built a mix of report-led communications, human stories and more accessible social-first content, adapting the tone and format depending on the channel.
On more visual platforms, we could be more playful and audience-facing, using short-form video, creative formats and simpler ways into the story. On LinkedIn, the campaign leaned more heavily into thought leadership, evidence and policy-focused content for professional audiences.
I helped shape the global content strategy and rollout — defining audiences, guiding the creative direction and deciding which stories, formats and channels made sense at different points in the campaign.
Content packages were also distributed through Trello boards, with more than 50 templates. This gave regional and Country Office teams easy access to approved assets, copy and materials they could use and adapt across the campaign.
Across the campaign, we published 89 posts across WFP-owned social platforms, supported by paid activity on Facebook, Instagram, LinkedIn and TikTok.
02 / The Work
Different ways into the same story.
The content ranged from data and report findings to human stories, short-form video and platform-specific creative.
REPORT & DATA
Turning technical findings into clear, shareable content.
HUMAN STORIES
Showing what school meals mean in people’s everyday lives.
SOCIAL & VIDEO
Adapting the creative and tone for different platforms — including more playful, audience-first content where it made sense.
THOUGHT LEADERSHIP
Using LinkedIn and professional-facing content to bring forward evidence, expertise and policy perspectives.
PAID + ORGANIC
Using paid distribution to extend priority content while maintaining a broader organic campaign over several months.
A campaign built for reach and engagement - even on a small budget.
79M
Impressions
1.5M
Engagements
89
Posts across WFP-owned channels
17.2K
Click-throughs