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The ChallengeCreated in partnership by National Dairy Council and

the National Football League, Fuel Up to Play 60 is

a program that empowers youth to take action in

their school and for their own health. The goal of the

program is to make long-term changes in the school’s

nutrition and students’ physical activity.

With more than 60,000 schools enrolled in the

Fuel Up to Play 60 program, Edelman Digital was

asked to create a website that would engage

and aid all stakeholders in the program, including

students, program advisors, health professionals,

school stakeholders, parents and other community

members.

www.fueluptoplay60.com

Home Page

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Our SolutionEdelman developed a website that could serve

as a hub for all of the primary audiences and that

seamlessly aligns and complements all offline

initiatives. With the increased use of technology

both in and outside of the classroom, Edelman

Digital developed the Fuel Up to Play 60 site to be

an information resource for all audiences as well as

a dynamic online tool for Educators and Students

involved in the program.

Edelman Digital also launched a Fuel Up to Play

60 Facebook page, so our target audiences could

connect with one another, engage with the program,

share healthy living tips, find recipes and learn more

about the Fuel Up to Play 60 movement.

Tracker Page

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Capabilities UtilizedStrategic ResearchOnline Conversation ResearchOngoing MonitoringSite, industry, competitive and audience analysisSocial Media FootprintsDigital Engagement ConsultingDigital Tactical PlanningUser ExperienceContent StrategyArt & DesignCopy DevelopmentProgrammingFunctionality PlanningInformation ArchitectureContent Management SystemsCommunity Engagement & DevelopmentInfluencer EngagementBlogger RelationsSocial NetworksPublic AffairsInfluencer RelationsWeb MetricsSearch MetricsDigital Video DevelopmentDigital Video ProductionDigital Video DistributionDigital Video Measurement

School Tube Channel

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Awards PRSA Bronze Anvil, 2011

Category: Websites-External

IPRA Golden World Awards, 2011Category: Integration of Traditional and New Media

Facebook - Join Tab

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Facebook - Recipes Tab

Digital Rewards - Activity Badges

Customizable Badge

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About Edelman DigitalEdelman Digital has been an award winning, full service digital engagement agency since 1995. We do this by creating authentic content, communications and experiences that earn trust, build community and drive business results.

Integrated digital programs, bridging traditional and social media with online PR and marketing, are our strength. This includes everything from strategy derived from insights and research to creative development and execution. Our digital engagement includes community management, influencer outreach and social media advertising, and our web visibility initiatives include search engine marketing and optimization.

Through the years we’ve discovered that if you find the story from the consumer you can tell it back to them in their language—let us help you own that story.

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