National School Lunch Week! - October 11-15, 2021 - 2021 TOOLKIT
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National School Lunch Week!
October 11-15, 2021
2021 TOOLKIT
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Tools & Resources for SNA Members
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Made possible
NSLW by: resources are made possible by:
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2 ®
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Table of Contents
3 Introduction
Grab a Jungle Vine and Get Ready
to Swing Into National School
Lunch Week!
4 Your Field Guide
All About School Meals, NSLW and SNA!
5 Organizing Your Wild Expedition
Set Your #NSLW21 Goals & Manage Logistics
7 Walk on the Wild Side!
Engage Students Eating School Lunch
Wherever They Are!
11 Where the Wild Things Are
Suggestions for Decorating Your Serving/Dining Areas
12 Menus to Crow About!
Connect Your Meals to the #NSLW21 Theme
14 Call of the Wild
Corral Your Social Media Efforts for
#NSLW21 Success
16 Jungle Buzz
Sample Social Media Posts
18 Social Media Dos & Don’ts
Maximize Your Marketing Efforts
19 Meeting Mama (and Papa) Bear
Strategies to Engage Parents in #NSLW21
20 A Lion’s Share of Attention
Arranging Legislator Visits and Media Events
21 Wild About History
Celebrate the 75th Anniversary of the
School Nutrition Association
22 All Creatures Great and Small
More Tools to Support Your #NSLW21 Campaign
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2
Grab a Jungle Vine
and Get Ready to
Swing Into National School
Lunch Week!
Are you ready to walk on the wild side? National School Lunch
Week 2021 (#NSLW21) is just weeks away, and it’s the perfect
occasion to help maintain the enthusiastic momentum of back-
to-school season. With regulatory waivers in place that allow all
students to enjoy the benefits of school meals free of charge,
you’ll want to take advantage of every available opportunity
to show students and parents why your cafeteria is king of the
lunchtime jungle!
School meals are nutritious, delicious and free for all,
making them an unbeatable value over and above
off-campus competition and meals brought from home.
No one is better at serving up the creative, craveable menu
items that kids demand while offering the nutritional profile
that parents expect. And no one does so with better spirit
and fun than you and your team. #NSLW21 will showcase
why everyone should make tracks to the cafeteria all year
long!
This year’s “WILD About School Lunch!” theme allows
you to tap into the absorbing fascination that children
and teens have with wildlife, from exotic animals
rarely seen in person to the furry and feathered
critters of backyards and backwoods. It’s also
a great opportunity to convey messages about
animal conservation and humane treatment of
animals, plus the importance of sustainable
agriculture and responsible waste management
practices to ensure that all Earth’s creatures thrive for
generations to come.
This year’s #NSLW21 toolkit will help you get your ducks
in a row and prep for a memorable week. It’s an abundant mix
of practical reminders and creative ideas to craft the celebration that’s right for
your team and your students. One size doesn’t fit all when it comes to NSLW—but all
will find that the “WILD About School Lunch” theme is easy to tailor to every need—and
to the wildest of imaginative ideas. There’s no doubt that you’ll have everyone roaring
their approval.
Get ready to be as proud as a peacock by the creativity you and your team will
display and deliver October 11-15, 2021, as you make everyone’s wildest mealtime dreams
come true!
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3
Your Field Guide
All About School Meals,
NSLW and SNA!
Healthy, hearty meals have been prepared
and served in schools for more than 100
years, but it was not until 1946 that they
were considered essential to support
children’s health and American agriculture,
when President Harry S. Truman signed
the National School Lunch Act to form
the National School Lunch Program
(NSLP). The NSLP led the way for other the start of the pandemic
important federal child nutrition programs ensured they’d no longer be
and initiatives, notably those for school seen as unsung heroes of school
breakfast, afterschool snacks and supper, districts. Today, many serve breakfast, lunch,
summer feeding, fresh fruits and vegetables, snack, supper and weekend meals all year
farm-to-school and more. long.
Today, nearly 30 million children are National School Lunch Week (NSLW)
served healthy lunches every school day. was established in 1962 by Congress and
School meals comply with strict federal President John F. Kennedy. It’s an annual
nutrition standards regarding vegetables, observance that promotes the value of a
grains, fats, sodium, calories and more. healthy, school lunch for students in K-12
To help school meal operations manage schools. SNA has long supported NSLW,
many of the challenges brought about encouraging its members to help promote
by the coronavirus pandemic, the federal the occasion and leverage the opportunity
government has waived a number of of a brighter, broader spotlight. To assist
regulatory restrictions for SY2021-22, members in this effort each year, SNA
including the three-tiered pricing structure develops an official campaign and art,
for school meals. This year, all students can along with merchandise, engagement
eat meals for free! ideas, customizable communications,
The same year that the NSLP was reproducible coloring/activity sheets and
established, two organizations representing various marketing materials. In addition
school foodservice directors merged to this downloadable toolkit, be sure to
to become the School Food Service check the other resources linked at www.
Association, which tweaked its name schoolnutrition.org/nslw.
a few times over the years until 2004,
when it became the School Nutrition
Association (SNA). Officially celebrating
its 75th anniversary during #NSLW21, SNA
represents thousands of school nutrition
professionals working at all job levels in
communities across the country. Their
commitment to feeding students in the face
of abrupt school closures and lockdowns at
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4
Organizing Your
Wild Expedition
Set Your #NSLW21
Goals & Manage Logistics
If you were an expedition leader guiding your team into the wilds of an Amazonian
rainforest or African savanna, a thorough and detailed to-do list would be essential to
survival. Similarly, your successful #NSLW21 event will depend upon your staying focused
on all the details to guide your team in creating a celebration that matches your wild
ambitions! We’ve offered some suggested areas to review; even if you have already started
planning your event, completing this short list will help you to stay organized. Don’t delay;
the expedition is scheduled to “depart” very soon!
What is my No. 1 goal for this year’s NSLW celebration? Be specific.
(examples: increase participation by x%, get xx media mentions, introduce one new menu item, engage student
advisory group, have activities in xx% of all schools in the district, etc.)
What is my budget for NSLW 2021?
How will I supplement those funds with staff talent, donations from area vendors
or other resources?
(examples: crafty creations, hand-sewn costumes, donated prizes/giveaways)
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5Whom do I know with talent and expertise in graphic arts to help with
decorations? How about those with a professional or volunteer background in
zoology, animal conservation efforts, rescues and sanctuaries to help develop
one-of-a-kind activities?
(examples: biology/earth science and art teachers, zoo/aquarium staff, parents, family members)
Have I reached out to these individuals to brainstorm ideas? Request help on
specific project or ideas? Record next steps here.
After brainstorming with team members, volunteers, potential partners, etc., what
are the top three NSLW-related projects or activities that we want to manage in
the next month?
1.
2.
3.
Working backward from your #NSLW21 expedition, October 11-15, create a master
to-do list for each week leading up to the big event!
Week/Date To Do
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6Walk on the Wild Side!
Engage Students Eating School
Lunch Wherever They Are!
During this year’s NSLW, October 11-15, 2021, school meals may be served in cafeterias,
classrooms, outdoors, “pod” areas throughout the building or even at home, depending
on an individual district’s student instruction plans and any late-breaking school closures
or quarantines. This will require a range of different tactics for engaging students in the
“WILD About School Lunch!” campaign.
The following suggestions are designed to help you reach school-age cubs, crocs,
colts, calves, chicks, guppies and other young humans wherever they are receiving and
consuming your delicious school lunches. Adapt, mix and match or use these ideas as a
springboard for creating your own activities. Be inspired by the plans of other cafeteria
teams shared on social media—you’re not in competition with other school districts, so you
can freely “borrow” clever ideas, although you should always request permission to adapt
any designed materials. Apply creativity with wild abandon!
The simple but sure-fire “lucky tray” giveaway can feature small
stuffed animal prizes, stickers, key chains, age-appropriate books
about animals, DVDs of animal-centric movies, bendable plastic
figurines, puzzles, activity packs and more. (Hint: Be sure to
check out what’s available in the SNA Shop, www.schoolnutrition.
org/snashop.) You can adapt this contest to be a lucky “bag” for
meals served outside the cafeteria.
Throughout #NSLW21, ask students to bring in an image of a
favorite animal—it can be a photo cut from a magazine, one
printed from a website or one drawn/painted by their own hand.
Create a “menagerie” collage on one wall of the cafeteria,
adding each new image that is submitted. The collage can be
a colorful hodge-podge or organized by categories. At the end
of the week, tally up the numbers of any repeated animals to
identify which is king of the jungle among kids at your site.
Purchase sets of animal trading cards—a simple online search
will reveal numerous types at various price points. You can even
find some downloadable versions that you can print, cut out
and invite kids to color. Mix up the sets and distribute one card
to each child who comes through your serving line one or more
days of NSLW. To stretch your budget, this activity could be
conducted with a selected grade level.
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7Select a manageable number of animals and research a few
facts about each to share as part of serving line or dining area
signage. Focus on unusual, funny or endearing facts or on
details about what foods these animals eat, along with how they
eat and digest their meals. You’ll find an abundance of amazing
tidbits to share on the internet. Did you know that rats laugh
when they are tickled? Or that elephant babies suck their own
trunks to self-soothe? Sea otters hold “hands” while they sleep,
to keep from drifting apart. Cats only meow to communicate
with humans, not to each other. The Japanese Macaque, a type
of monkey, always wash their food before eating it—frequently in
salt water to give it seasoning!
Invite professionals or volunteers who work with animals to visit
your cafeteria as special guests to make a presentation or set up
a display table and answer questions. Reach out to an area zoo,
aquarium, animal sanctuary organization or animal rescue group
and let them know about this year’s #NSLW21 theme. Ask if staff
or volunteers might be available to talk about animal behavior,
endangered species and conservation efforts. Request to speak
to a public relations officer or a volunteer coordinator.
Do you have monitors in the cafeteria that can play video?
Consider playing a different popular animal-themed movie
during lunch periods each day of NSLW. Don’t worry about not
being able to show the entire movie—students will still enjoy
abbreviated scenes and clips of some of their favorites, such
as the “Madagascar” animated series, “The Lion King,” “Happy
Feet,” “My Octopus Teacher,” “The Black Stallion,” “Homeward
Bound” and “Charlotte’s Web.”
Prior to NSLW, use an online survey tool (on your web page
or through social media) to request students identify their top
animal favorites from a list you’ve compiled. Use the top vote-
getters to create daily themes that you will use for decorations,
costumes, menu names, trivia/jokes and activities. For example,
Monday may be all about elephants, while Tuesday is dedicated
to snakes, Wednesday is focused on cats of all kinds (lions, tigers
and tabbies) and so on. You certainly can select your own animal
themes without surveying students; the poll simply gives you
another means to let them know you’re listening to them.
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8There are other ways to apply animal-focused themes to
the different days of #NSLW21. For example, you can select
different geographic areas—such as the Amazonian rainforest,
the African savanna, the Indonesian jungle, the Arctic circle and
under the sea—and celebrate the many different species that
call those regions home. Or create a daily theme scheme that
divides animals into various categories: birds, large mammals,
sea creatures, domestic pets and backyard/barnyard creatures.
Theme days can be carried through whether meals are served in
the cafeteria, classroom or curbside.
There are also other ways to use survey tools to create student
engagement around #NSLW21. For example, you may want
to set up a “March Madness”-style bracket championship
to identify the school’s pick for king of the jungle. Select
contenders with different characteristics for the greatest appeal.
For example, will it be the graceful giraffe, the speedy cheetah,
the lethal cobra, the cuddly panda, the silly chimpanzee,
the wise owl, the mysterious octopus or the armored rhino?
Individual grades or classes can have their own tournaments,
rather than a school-wide championship.
Partner with teachers on animal-related projects. For example,
perhaps art teachers will let kids create animal-themed
paintings, sculptures or posters during #NSLW21. Science
teachers may have a lesson plan to share about animal biology,
behavior or the effects of climate change on different species.
History and sociology teachers can explain how animals
influenced the cultures of indigenous peoples or about how
geography prompted different early peoples to become hunters
versus gatherers—and how different species are carnivores,
herbivores (vegetarians) and omnivores.
Ask the school librarian to identify a range of animal-themed
books that the two of you can promote during #NSLW21. These
can be a mix of genres, from chapter books and novels with
an animal as the central figure (Curious George, Charlotte’s
Web, Watership Down and many newer classics) to a memoir
or biography about a leading figure who teaches about or
advocates for animals (such as Jane Goodall, Jacques Cousteau,
Jack Hanna or Sir David Attenborough) or non-fiction books
that share loads of details about particular animals. You can
request a reading list to share with students, as well as creating
a display either in the cafeteria or in the library that ties back to
#NSLW21.
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9Designate one day of #NSLW21 as “Pet Day.” Request that
students bring in a picture of a beloved pet, with its name and
a fact or two and collect these for a display in the cafeteria. No
pets at home or no way to get a photo? Students can bring a
stuffed animal along to serve as a stand-in. Encourage cafeteria
staff, as well as teachers and administrators, to promote their
own pets, as well. Consider making a batch of dog biscuits to
give (wrapped in packages) to students with pet pooches and
create small balls of yarn for feline fanciers. Students with birds,
fish, rabbits, lizards and other critters might be given a generic
animal bookmark or sticker sheet.
“WILD About School Lunch!” also lends itself to a variety of art
and essay contests among students at different grade levels.
You can ask children to write about or depict an animal they
would like to be (temporarily) transformed into, or borrow from
the “Harry Potter” series and pick an animal they would want to
be their “patronus” or protector. Be sure to download #NSLW21
activity sheets from www.schoolnutrition.org/nslw; story
prompts are included! Also, a separate activity guide is available
for sale at the SNA Shop; www.schoolnutrition.org/snashop.
You can use #NSLW21 to promote messages about kindness
and friendship through some tales of famous interspecies
friendships, such as Owen and Mzee, the orphaned baby
hippopotamus who bonded with a giant tortoise, or Bubbles
the elephant and Bella the black labrador. These and other
heartwarming stories that you can find on the internet serve as
great role models for humans!
Don’t overlook opportunities to break out creative animal
costumes—for your students and your team! If you develop
different theme days, encourage the wearing of costumes
that tie into those themes. Or identify a single costume day
and provide maximum flexibility to dress like any animal—
or any wildlife explorer. You could suggest an even-broader
interpretation by simply suggesting that everyone goes
“wild and crazy” in their costume choices, which could mean
outrageous color combinations, clothes worn backward, items
that are bedazzled, tie-dyed or glitter-bombed.
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10Where the Wild Things Are
Suggestions for Decorating Your
Serving/Dining Areas
Transforming your cafeteria into another world is a reliable way to make the #NSLW21
experience truly special. You can seek to replicate a particular ecosystem (such as the
rainforest, the ocean, a woodland setting), aiming to take students on a safari, a cruise
down the Amazon, a polar expedition or go ’round the world through different stations
and areas of your cafeteria and/or kiosks.
Determine Your Habitat
Pay attention to all areas—physical and virtual—that can help you convey your messages
about NSLW, this year’s theme and the benefits of school meals. These include:
● The Cafeteria/Dining Area ● Serving Lines
● Kiosks/Mobile Carts/Grab ‘n’ Go Stations/ ● Bulletin Board Displays
Curbside Pickup ● School Marquee
● Cafeteria/Kitchen Doors ● Meal Packaging
● Delivery Vehicles ● Social Media Channels
● Web Page ● Parent/Family Communications
● Flyers/Newsletters ● Media Advisories
● Morning Announcements
Expedition Accessories Celebrate National
School Lunch Week!
Be sure to use the official #NSLW21 campaign art, including the October 11-15, 2021
New research shows children
downloadable logo and social media tools. In the SNA Shop, you
are receiving their healthiest
meals at school.*
can purchase a large vinyl banner, as well as posters, balloons,
rolls of stickers and buttons, plus aprons and tees. Consider
props that will help evoke an overall explorer theme (such as
binoculars, a compass, maps, hiking boots, flashlight, sunglasses,
mosquito netting). You can also make use of toy animals, photos emic
Due to pand ol
waivers, scho
PARENTS:
meals are Did you know?
and book displays. Check out Etsy for props you can use in FREE
for all stud
in SY2021-22
ents
!
School meals meet federal standards
and are proven @Schoolnutritionassoc
facebook.com/TrayTalk
to support student
achievement and wellness.
@SchoolLunch
displays or for a jungle-, safari- or explorer-themed photo booth! facebook.com/TrayTalk @Schoolnutritionassoc
*Study: https://now.tufts.edu/news-releases/study-finds-americans-eat-food-mostly-poor-nutritional-quality-except-school
@SchoolLunch
Experts in the Field
In addition to decorating with various props, employ the artistic talents of cafeteria team
members, other school staff, teachers, students and anyone else who is willing to volunteer
to paint, carve food art, craft decorations, build structures, design posters, sew costumes or
film and edit videos.
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11Menus to Crow About!
Connect Your Meals to the
#NSLW21 Theme
How will you ensure that kids make tracks to your cafeteria during
#NSLW21? There are different approaches you can explore to carry
on the “WILD About School Lunch!” theme with the meals you serve!
Eager as a Beaver
You can menu traditional favorites and even keep to your menu cycle,
but have fun by changing the names of select items. Being mindful
that this is a celebration of wild animals, you may want to avoid using
specific animal names and instead focus on words that relate to their
habitats or expeditions and so on. For example:
●T
ropical Delight (parfaits, fruit cups, smoothies)
●S
afari Surprise (entrees, new dishes);
Safari Sub (sub-style sandwich)
● My Jungle Jam (meal kit)
● Trail Mix (trail mix, salads)
●M
other Nature’s Delight (salads, vegetarian dishes)
● Wild [Manager’s
Name] Special (entrées)
Nutrition in Focus
You can use positive attributes of certain animals to
connect kids to the nutrients that are packed into school
meals, as well as to other messages about healthy eating.
For example, “Carbs will give you the endurance of a
cheetah racing across the grasslands,” “Protein can make you
as strong as an elephant,” “The crunch of an apple can give
you a crocodile’s smile” and “Stay hydrated like a camel to get
through a long day!”
Be sure to take the opportunity of #NSLW21 to convey
other benefits of school meals: They regularly introduce
children to unfamiliar foods, especially fruits and vegetables;
provide key nutrients that are often deficient in children’s
at-home diets; and help to build awareness of food sources,
American agriculture and the impact of healthy eating on
the body and mind.
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12Did You Know?
Pandas, gorillas and
iguanas are vegetarians!
Plan a Vegetarian Day
“WILD About School Lunch!” offers a natural opportunity to organize and promote at least
one meatless menu day focusing on plant-forward items. You don’t need to overtly address
ethical reasons for choosing a vegetarian lifestyle, but can tout both the personal nutrition
and the environmental benefits of reducing meat consumption as little as one day a week.
The United Nations estimates that livestock accounts for nearly 15% of global greenhouse
gas emissions, related to feed processing and production, transportation through the
livestock supply chain and the animals themselves and their manure.
In fact, a plant-forward philosophy celebrates vegetables, fruits, whole grains, nuts,
seeds and herbs. The idea isn’t necessarily to remove meat entirely from the diet nor to
shame meat-eaters into change, but to promote tasty and tempting plant-based dishes. As
diners opt for plant-forward options, their reliance on meat will lessen. This connects to the
“reducetarian” movement, recognizing the value in cutting back on animal food products.
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13Call of the Wild
Corral Your Social Media Efforts for
#NSLW21 Success
Wild horses can’t hold back the power of social media to amp up your
promotional efforts around NSLW. It all starts with a social media plan
that includes several key elements.
1. Identify the social media platforms you will use in
your marketing efforts. You do not need to manage
them all equally, but you shouldn’t ignore any channel
completely. Remember that posts should be tailored
to reach different audiences (Facebook for parents,
Instagram for students, Twitter for local media). They
can be similar in tone, information and call to action,
but should not be identical.
2. C
onsider your NSLW campaign goals (page 5). Reflect
on how social media can help you meet these goals.
Be sure you can identify the messages that are most
important to convey—and the platforms that lend
themselves best for your desired outcome.
3. D evelop a timeline for each social media platform.
Think in terms of momentum. When do you want to
start “teasing” your event and activities? When is it
important to convey more details?
As the big week approaches, your posts should
become more frequent. But take care to find fresh
facebook.com/ messages@SchoolLunch
@Schoolnutritionassoc each time. If posts all say the same thing, or
SchoolNutritionAssociation
use the same visuals, users will start tuning them out.
4. U se the following hashtags on all Facebook, Instagram
facebook.com/ @Schoolnutritionassoc @SchoolLunch and Twitter posts about your NSLW plans, activities
SchoolNutritionAssociation
and reports:
@Schoolnutritionassoc
#NSLW21, #WILDSchoolLunch and
@SchoolLunch
facebook.com/
SchoolNutritionAssociation #SchoolLunch. Be sure to tag SNA on Facebook
/ @Schoolnutritionassoc @SchoolLunch (@SchoolNutritionAssociation), Twitter
ociation
(@SchoolLunch) and Instagram
facebook.com/ @Schoolnutritionassoc @SchoolLunch (@schoolnutritionassoc) using the official theme
SchoolNutritionAssociation hashtag #NSLW21—we may share your content!
@Schoolnutritionassoc @SchoolLunch
ation
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145. B
e sure to involve community partners (such as vendors,
health organizations, farmers, PTAs, local agencies and
extension services) in your #NSLW21 celebration plans!
At minimum, you can ask them to help you in your efforts
to use #NSLW21 to spread the word that school meals are
free, safe, delicious, nutritious and an important part of
the school day for all children.
6. P
rior to NSLW, change your profile and cover photos to
the official #NSLW21 art. Keep these until a full week after
the conclusion of your events and activities. A few days
before #NSLW21, publish any special menus. Be sure to
check out all of the new #NSLW21 social media graphics
available on the website, as well as all of the different
digital banners you can use when you download the
official #NSLW21 artwork. There are even NSLW-themed
Facebook frames in the online Facebook frame gallery!
7. Make sure your plan includes a few posts that
promote user engagement. Maybe it’s a poll or
a short video or even a live streaming event of your
preparations or one or more of your NSLW activities.
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15Jungle Buzz
Sample Social Media Posts
Following are 10 sample posts that you and your partners can
share on Facebook and Twitter. Add a few that promote some of
the specific #NSLW21 activities and menus that you have planned.
Provide partners with the official #NSLW21 social media graphics—
and start using them yourself! Feel free to use the links provided or
create your own—you can create a limited bit.ly account for free!
1. D
id you know the National School Lunch Program (NSLP) serves
nearly 30 million children every school day in cafeterias, classrooms
and, when necessary, even at home? Join us in celebrating #NSLW21
October 11–15 to highlight the importance of school lunch and the
critical role school nutrition professionals play in helping children
succeed in and out of the classroom. #NSLW21 #SchoolLunch
#WILDSchoolLunch https://bit.ly/NSLW-21
2. T
oday’s school lunches get a big roar of approval for meeting strict
nutrition standards, including limits on calories, sodium and unhealthy
fats. The official #NSLW21 infographic is a simple way to share
these details with parents and the community at large! #NSLW21
#SchoolLunch #WILDSchoolLunch https://bit.ly/NSLW-Infographic
3. This year’s NSLW theme, “WILD About School Lunch!” celebrates the
everyday creativity of school cafeteria teams as they serve up delicious
menu items that are, quite simply, beyond your wildest dreams!
#NSLW21 #SchoolLunch #WILDSchoolLunch https://bit.ly/NSLW-21
4. A
merica’s school cafeterias will be transformed into rainforests, jungles
and savannas, October 11-15, National School Lunch Week, to reinforce
the message that kids are “WILD About School Lunch!” Grab a jungle
vine and plan to swing into the celebration! #NSLW21 #SchoolLunch
#WILDSchoolLunch https://bit.ly/NSLW-21
5. S
tudents are wild for school meals and the dedicated professionals
who prepare and serve them. Make tracks for your school cafeteria
during National School Lunch Week, October 11-15, and see why!
#NSLW21 #SchoolLunch #WILDSchoolLunch https://bit.ly/NSLW-21
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166. A
ll creatures great and small will be celebrated October 11-15 as
school cafeterias showcase why everyone is “WILD About School
Lunch!” #NSLW21 #SchoolLunch #WILDSchoolLunch
https://bit.ly/NSLW-21
7. S
chool meals are free this year! And that’s just one reason why
everyone’s “WILD About School Lunch!” #NSLW21 is the perfect
time to check out the nutritious and delicious meals served every
school day. #SchoolLunch #WILDSchoolLunch @TrayTalk
8. T
oday’s school lunches are free to all students! Full of the craveable
flavor kids want, they also meet strict federal nutrition standards.
During #NSLW21, come see why everyone is “WILD About School
Lunch!” Learn more https://bit.ly/NSLW-21
9. W
alk on the wild side and come explore the delicious, nutritious
school lunches featured in your school cafeteria every day.
#NSLW21 #SchoolLunch #WILDSchoolLunch @TrayTalk
10. Y
our school-age cubs, colts, calves, chicks, crocs, guppies and
other young humans are “WILD About School Lunch!” Discover
the many reasons why they roar, trumpet and crow with approval
during #NSLW21 #SchoolLunch #WILDSchoolLunch @TrayTalk
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17Social Media Dos & Don’ts:
Maximize Your Marketing Efforts
DO use relevant hashtags to track the conversation and amplify
your own posts: #NSLW21, #SchoolLunch, #WILDSchoolLunch.
Also use the official #NSLW21 artwork sized for different social media channels.
DON’T share poor-quality photos. Learn how to stage great food photos. Shoot in
natural light. Remove background items. Highlight bright colors of trays, plates and
ingredients. Crop images after you’ve taken them, instead of using the zoom function;
this will avoid a grainy quality. Practice!
DO use photos of nutritious menu items and create captivating captions to describe
the item beyond its menu name. For example: “Our stir-fry features roasted chicken,
crispy green beans and a sweet-and-sour sauce that makes this a fan favorite among
students. It’s paired with creamy mashed potatoes and crisp apple slices.”
DON’T post any photos of students without understanding your school/district
policy regarding media releases. Check with the principal or communications office
for guidance.
DO be intentional about the audience for each social platform. Tailor your messages
and images accordingly.
DON’T give in to anxieties about being a social media novice. This is a great occasion
to play with the different tools available on social media and learn to grow. Don’t let
“perfection become the enemy of the good.” Your efforts may seem rough compared
to those of other districts, but you’ll get there!
DO share your social media posts with SNA. The easiest way to do this is to include
one of the Association’s social media tags: @SchoolNutritionAssociation (Facebook),
@SchoolLunch (Twitter) and @SchoolNutritionAssoc (Instagram).
DON’T worry if you don’t have an official district/school meal program social
identity. SNA loves to share member photos through our channels! If you post on
your personal channels, simply tag us.
DO use different tools to increase engagement,
facebook.com/
facebook.com/
facebook.com/ such
@Schoolnutritionassoc
@Schoolnutritionassoc as compelling photos,
@SchoolLunch
@SchoolLunch
SchoolNutritionAssociation
SchoolNutritionAssociation
SchoolNutritionAssociation
infographics about school meals, links to relevant content, such as resources from
SNA, a compelling human interest story in the media, a poll, a video or a live event.
facebook.com/
facebook.com/
facebook.com/ @Schoolnutritionassoc @SchoolLunch
@Schoolnutritionassoc @SchoolLunch
SchoolNutritionAssociation
SchoolNutritionAssociation
SchoolNutritionAssociation
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18Meeting Mama
(and Papa) Bear
Strategies to Engage Parents
in #NSLW21
Many parents are intrigued by the universal free status of school meals this year, with
numerous districts reporting participation increases above pre-pandemic levels. This is
great news, but it may be a challenge to maintain these numbers after the newness of
the return to school cafeterias begins to fade. In addition, challenges related to labor and
supply shortages that affect availability of favorite menu items could also impact interest in
school meals. That’s why it’s important that your #NSLW21 celebrations factor in outreach
to parents.
Depending on local policy, parents may or may not be allowed to join their children in the
cafeteria for #NSLW21 activities. You should be prepared with different options to engage
them in your plans. It all starts with good communication through social media as well as
direct communications sent home to families.
Encourage Healthy Eating Suggest that Confirm Cafeteria Connections With the
parents and students review the NSLW pandemic now affecting a third school year,
menu together and begin a dialogue about students may have adjusted to the new
key nutrients and strategies to allow all normal of social distancing and pivots that
foods to fit, in moderation, in a family diet. require short-term remote learning options.
Share the #NSLW21 infographic to remind But all activities that help students engage
parents of the nutritional benefits of school with one another, with your team and with
lunch. the school environment are welcome and
valuable to children’s ongoing emotional
Note Cost Savings With ongoing economic well-being. In your parental outreach
pressures in many communities, the value efforts, emphasize aspects of the campaign
of free school meals has never been that are “just like” past celebrations.
more important! Even parents who are
not experiencing tighter budgets may Promote Family Activities Plan activities
be compelled by a side-by-side price that families can do together. Invite parents
comparison of an average school lunch to join their children in the cafeteria for
(between $2.50 and $2.75) and brown- lunch during #NSLW21. Send home the
bagged or takeout meals. library’s special #WILDSchoolLunch book
list and encourage parent-child reading
time. Identify a featured #NSLW21 recipe
that families can prepare together for
dinner.
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19A Lion’s Share of Attention
Arranging Legislator Visits and
Media Events
Even in non-election years like this one, NSLW is a reliable occasion
for coverage by local media—and with SNA advocating for Child Nutrition
Reauthorization priorities, you should invite national legislators to visit the cafeteria and
witness both your challenges and how you are rising above these. It will be up to local
officials to determine feasibility and parameters of school visits; be flexible to work within
the requirements of the district communications team. Other guidance to keep in mind:
Print SNA
’s sample
ucting your sch press rele
lators are cond ool/distr ase on
Find out if legis e at their send to m ict letter
-p er so n even ts when they ar edia repr
esentativ
h e ad and
in plain one wee
all staff and ex k prior to es at leas
home offices. C st and NSLW. t
at yo u are g au ging their intere
th hool
a visit to see sc
availability for
during NSLW.
meals in action
ion
t ’s c o m municat
istric ch to
ith the d r outrea
Work w a s im il a ters
c onduct a n d repor
If an event is green-lighted, be tea m to u c e r s iscuss
e r s , n ews prod w s s t ations. D
organized, as your guests are likely blogg and n e l send
lo c a l papers h ic h they wil
to be on a very tight schedule. wit h r w that
d it io ns unde e w . Be sure
Develop an agenda, as well as the c o n a c r with
r s a n d a camer at io n complies
specific messages you want reporte onsider ren.
lawmakers—or the media—to know ev e n t under c lm ing child
any bo u t fi
policy a
about your efforts to serve meals district
to students during the pandemic,
especially with high-profile
challenges like the labor and supply Assign someone on your team to capture
shortages that are affecting the photos of all events to post on social media.
entire country. Prepare a document
with key facts, such as the financial
impact on your program and staff, Even if you don’t arrange for a visit by a state
along with highlights of creative or national legislator, be sure to download the
innovations. #NSLW21 Official Proclamation from www.
schoolnutrition.org/nslw. Customize it with your
details and request that a local authority—mayor,
city council chair, county executive, even a district
, superintendent—declare that October 11-15, 2021,
After the event has concluded
s to all be recognized as National School Lunch Week.
be sure to send thank-you
who were involved.
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20Wild About History
Celebrate the 75th Anniversary of the
School Nutrition Association
October 11, 2021, the start of #NSLW21, is the 75th anniversary
of when two foodservice organizations merged to become the
School Food Service Association. Seventy-five years is rare among
organizational milestones, and SNA’s remarkable longevity is rooted in the unwavering
focus of its members on its core vision to provide that every student with access to
nutritious meals at school, ensuring their optimal health and well-being.
Use this occasion to let stakeholders know that you are a career professional, an expert in
the complex school foodservice segment, with knowledge, skills, passion and commitment.
Download and read our commemorative digital booklets from www.schoolnutrition.org/
AboutSNA/HistoryMilestones and consider incorporating facts and trivia from those
publications, as well as the following timeline, in your #NSLW21 celebration.
School Meal Milestones 1995 The Association leads a successful fight
1946 President Harry Truman signs the National opposing a congressional proposal that would
School Lunch Act; two foodservice organizations eliminate the federal program and provide money as
merge to become the School Food Service block grants to states
Association
2004 The organization changes its name to the
1955 The Association establishes its first national School Nutrition Association
headquarters in Denver
The Child Nutrition and WIC Reauthorization Act
of 2004 mandates local school wellness policies to
1962 A joint resolution in Congress establishes
establish healthy school environments
National School Lunch Week
2010 The Healthy, Hunger-Free Kids Act increases
1966 The Child Nutrition Act of 1966 creates a
student access to federal child nutrition programs
school breakfast pilot and increases funds to feed
and updates nutrition standards for school meals and
needy children
snacks
1973 The Association establishes an annual
2015 Professional standards for school nutrition
legislative conference to facilitate grassroots advocacy
operators mandate annual training and hiring
efforts
standards
1981 The federal government cuts one-third of
2017 The National School Lunch Program is the
child nutrition funding, with a devastating impact on
second-largest single source of federal funding for
child nutrition programs
elementary and secondary schools
1989 National School Breakfast Week is established
2020 School meal programs across the country
pivot in a matter of days to establish emergency meal
1990 The Association moves from Denver to the distribution at school curbsides and via delivery routes
Washington, D.C., metropolitan area
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21All Creatures
Great and Small
More Tools to Support Your
#NSLW21 Campaign
Ready to make #NSLW21 more fun than a barrel of monkeys? Consider this Toolkit as just
one of many resources. SNA’s NSLW website, www.schoolnutrition.org/nslw, is a one-stop
shop of support for your “WILD About School Lunch!” campaign. You’ll discover:
Activity Sheets: Popular coloring pages Press Release: Customize our template with
and puzzles you can download, print and details about your #NSLW21 celebration.
distribute to engage students
Proclamation: Download the sample
Artwork & Logos: The official #NSLW21 proclamation and add your school or
campaign art is available for select uses. district’s information. Request that the
major or city council proclaim October 11-15,
Infographic: This one-page flyer is a great 2021, National School Lunch Week.
communications tools for parents on the
importance of a healthy school lunch. It’s Social Media Tools: These include images
also available in Spanish. to use on your school nutrition program’s
social media channels and web pages.
Merchandise: Find #NSLW21-branded
gear online at the SNA Shop at
www.schoolnutrition.org/snashop.
Wild Things
Check out the following organizations as potential resources for information,
research and ideas to help you make the most of wildlife tie-in opportunities to
#NSLW21.
● A
merican Society for the Prevention of ational Audubon Society: www.audubon.org
● N
Cruelty to Animals: www.aspca.org
ational Wildlife Federation: www.nwf.org
● N
● A
ssociations of Zoos and Aquariums:
www.aza.org cean Conservancy: www.oceanconservancy.
● O
org
● Defenders of Wildlife: http://defenders.org
ierra Club: www.sierraclub.org
● S
● G
lobal Federation of Animal Sanctuaries:
www.sanctuaryfederation.org ainforest Alliance: www.rainforest-alliance.
● R
org/resource/kids/
● H
umane Society of the United States:
www.humanesociety.org orld Wildlife Fund: www.worldwildife.org
● W
Are you ready? Let’s go WILD!
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