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To encourage Portland Public Schools to keep important funding for physical education in elementary and middle schools. This campaign was designed to spark awareness before an important vote on the future of funding by the Portland School Board this past July. The Save Portland PE Coalition included the Oregon Sports Authority, Nike and other stakeholders dedicated to keeping Portland children fit through physical education.
The Save Portland PE Coalition had established a presence on Facebook and were looking to increase their visibility. They chose to use traditional media (radio) to complement their campaign and keep the conversation at the top of Portlanders minds. The creative included statistics about childhood obesity and the true cost of obesity to the state of Oregon, combined with a strong call to action.
The campaign helped accelerate activity and conversation on Facebook — also resulting in and increased numbers of “Likes” on the page.
Radio partners also contributed substantial in-kind and other earned media (i.e. – interviews with key players in the debate) throughout the duration of the campaign at no additional cost to the coalition.
When it came time to vote, the Portland School Board decided to delay any action and kept funding for physical education in Portland Public elementary and middle schools.