Messaging Framework

Our key messages and themes

Our core message is clear, consistent, and inspiring. We make it fun and cool for children to be active, healthy, and fit.

Our core message is communicated through four guiding principles:

Clarity: We speak in a straightforward, authentic voice that makes wellness simple, relatable, and easy to understand;
Consistency: We maintain a unified message across all programs and platforms that reinforces prevention, commitment, and lasting change;
Memorability: We craft impactful slogans and phrases that stick in people’s minds and are easy to share;
Universal Appeal: We communicate in a way that connects with families, schools, and partners, reminding everyone that no one is alone on their journey to better health.