Created 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.

1. Digital
Digital

2. The Challenge
Created 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
2 Digital

3. Our Solution
Edelman 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
3 Digital

4. Capabilities Utilized
Strategic Research
Online Conversation Research
Ongoing Monitoring
Site, industry, competitive and audience analysis
Social Media Footprints
Digital Engagement Consulting
Digital Tactical Planning
User Experience
Content Strategy
Art & Design
Copy Development
Programming
Functionality Planning
Information Architecture
Content Management Systems
Community Engagement & Development
Influencer Engagement
Blogger Relations
Social Networks
Public Affairs
Influencer Relations
Web Metrics
Search Metrics
Digital Video Development
Digital Video Production
Digital Video Distribution
Digital Video Measurement
School Tube Channel
4 Digital

5. Awards
PRSA Bronze Anvil, 2011
Category: Websites-External
IPRA Golden World Awards, 2011
Category: Integration of Traditional and New Media
Facebook - Join Tab
5 Digital

6. Digital Rewards - Activity Badges
Customizable Badge
Facebook - Recipes Tab
6 Digital

7. About Edelman Digital
Edelman 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.
www.edelmandigital.com
www.twitter.com/edelmandigital
www.facebook.com/edelman
7 Digital