The Eat.Move.Save. campaign was born from a simple yet powerful vision: to help SNAP-eligible families in Illinois live healthier, happier lives. Rather than focusing on restrictions or sacrifice, our approach celebrates small but meaningful choices that add up to lasting well-being. From children learning about tasty ways to incorporate fruits and vegetables into daily meals to parents discovering budget-friendly tips for grocery shopping, every facet of this campaign aimed to make health accessible—no matter a family’s income, background, or schedule.
A key impetus behind Eat.Move.Save. was to close the persistent nutrition and activity gaps that often affect low-income communities. Our overarching goal was not only to drive awareness of healthy behaviors but also to inspire genuine lifestyle changes. We wanted to shift the public health narrative away from “don’t eat this” and “avoid that,” and instead emphasize the positive: how to cook a delicious meal together, find fun ways to stay active, and save money in the process.
To refine our messaging, we conducted surveys, focus groups, and engaged with community stakeholders, ensuring the content would resonate deeply with the audiences most in need. We also recognized the importance of collaboration—whether with local food banks, health clinics, or existing SNAP-Ed programs—so that families would hear consistent, culturally relevant messages reinforcing the joy of nutritious meals and simple exercise routines. Ultimately, the campaign set out to transform everyday moments—like grocery shopping or weekend family time—into opportunities to Eat, Move, and Save in ways that are sustainable for the long haul.
Eat.Move.Save. was brought to life through a deeply integrated plan that combined research-driven insights, creative storytelling, and multi-channel outreach to engage SNAP-eligible families across Illinois—with inclusivity and cultural relevance at the core. Early on, we conducted focus groups, surveys, and stakeholder interviews to better understand the lifestyles, challenges, and aspirations of our target audience.that helped shape our strategy—from the voice to the channels, ensuring we consistently spoke met the audience in a way that felt authentic and relevant.
Early on we developed vibrant animated characters who would serve as the friendly mascots of the campaign. We wanted these characters to exude positivity—inviting everyone from busy parents to young children to participate. By weaving these characters into our materials, we added a sense of fun and approachability to topics that can sometimes feel intimidating, like starting a new exercise routine.
To address the specific needs of various communities, we looked at local data alongside broader state-level statistics. This allowed us to create multiple audience segments—such as families needing budget-conscious recipe ideas, Spanish-speaking communities seeking culturally adapted materials, and older adults who might prefer more low-impact exercises. Each segment had slightly different content tailored to its preferences and needs, but the core Eat.Move.Save. brand remained consistent and uplifting. We also paid special attention to practical barriers like lack of time, limited kitchen equipment, or absence of transportation to grocery stores. We tackled these head-on by featuring recipes that required minimal prep, exercises that needed little or no equipment, and tips for stretching resources while still making nutritious choices.
Media placement and partnership-building were equally critical components of our strategy. We collaborated with local community centers, health clinics, and schools to host interactive “Healthy Living” workshops and distribute campaign materials in person. By forming alliances with trusted grassroots organizations, we ensured that our messaging reached the people who needed it most—and that we could gather on-the-ground feedback to continually refine our approach.
In parallel, we employed a robust digital strategy that spanned social platforms, targeted display ads, broadcast TV, text clubs, and an expanded email newsletter list. Recognizing that traditional media often overlooks lower-income households, we made sure to offer multiple touchpoints—ads on widely used social platforms like Facebook and Snapchat, out-of-home placements near grocery stores and community centers, and short, family-friendly instructional videos on streaming services. This multi-channel approach allowed us to saturate high-need areas and keep Eat.Move.Save. visible in everyday life.
Through SNAP reductions, we recognized the urgent need to provide timely, accurate updates to protect already vulnerable families from losing critical assistance. Digital channels became a lifeline: we leveraged text clubs to send immediate alerts and resources about navigating the new guidelines, and updated our social content to reflect changing benefits. These swift adaptations ensured families had clear steps to follow—and underscored the campaign’s role as a trusted go-to source for practical, actionable information. This iterative mindset ensured Eat.Move.Save. remained responsive to the rapidly evolving needs of Illinois families and consistently delivered practical, culturally attuned pathways to better health.
The campaign surpassed our initial goals, with one in five Illinois residents seeing or hearing about the initiative—crucially, this included a high proportion of SNAP-eligible individuals who may not typically engage with wellness content. Enrollment numbers were equally encouraging, as over 600 low-income participants joined, indicating that our messaging not only piqued interest but inspired people to take steps toward better health.
We garnered 2.8 million search impressions, illustrating strong curiosity about the resources and services offered. Monthly click-through rates exceeded 6,500, and content like the “Exercise Band” video brought in over 3,000 engagements and nearly 1,000 link clicks—demonstrating that messages around physical activity resonated strongly. Recipe-focused content like the “Banana Smoothie Recipe” video echoed this success, amassing 10,000 engagements while encouraging families to embrace healthier snack options.
Strong performance on social platforms validated our emphasis on multifaceted digital outreach. A 106% increase in clicks and a 5,480% improvement in click-through rate on Snapchat compared to the previous year—was evidence that delivering short, playful, and easily shareable content directly appealed to younger, tech-savvy audiences who often influence family purchasing and lifestyle decisions.
Beyond numbers—parents have reported trying new recipes with their children, while local organizations have praised the campaign for creating a strong sense of collaboration around health. By making the message fun, inclusive, and simple to adopt, the campaign overcame significant barriers to healthy eating and physical activity. Eat.Move.Save. exemplifies how data-driven planning and culturally attuned storytelling can transform public health initiatives into a genuine force for social good.
