WWF – SchoolFood4Change
A new generation. A new menu.

SchoolFood4Change is an EU-funded project led by WWF and 43 partners across 12 countries, aiming to transform school meals into a driver for healthier children and a healthier planet. By focusing on schools as catalysts for system change, the initiative supports the EU’s Farm to Fork strategy and the UN Sustainable Development Goals.

The campaign “Thanks for the Food” acts as both a heartfelt thank-you and a bold wake-up call. It honors the tradition of school meals while pushing for a shift toward more sustainable and nutritious food. The message? Let’s move forward — starting with the youth, who can inspire change both in schools and at home.

To bring this to life, we created a flexible campaign brand book with easy-to-use visual tools. Designed for adaptability, WWF and its partners could build their own local materials via Canva, all while maintaining a cohesive look and feel.

Deliverables included:
– Concept and narrative development
– CEDAP (Communication, Engagement, Dissemination Action Plan)
– Project film
– Messaging and tone of voice
– Logotype, colors, typography, and image direction
– Visual identity system and templates
– Call to action and dynamic campaign headline
– Brand assets for Canva use

Reach & Results:

– 43 project partners
– 600,000 pupils
– 3,000 schools
– 16 cities and regions
– 12 countries