ATTN: is an issues-driven media company. Every day ATTN: produces videos, articles, and commentary to inform people to make a social impact. ATTN: came across many instances of "lunch shaming" in which students who could not afford their school lunch were publicly humiliated by school officials, who in some cases forced students to "work off" their debt by cleaning the cafeteria in front of their peers. We wanted to bring attention to this issue and also highlight one state that passed a law banning these practices.
ATTN: producers, writers, and animators collaborated on this piece, which utilized title cards and B-roll footage to argue that practices that shame kids who can't afford lunch must end. Because not many people knew about the issue, our video had to not only argue against the practice, but also explain the situation in general.The combination of storytelling and animation transforms the story from a simple headline into a powerful piece that viewers can relate to on personal level.
This video amassed more than 45 million views, over 2.1 million reactions, and over 1 million shares. ATTN:'s video on school lunch shaming helped garner 10x the amount of donations as last year for NM Appleseed, an organization bringing adequate nutrition to students in New Mexico.
