Press Releases
D.C. Public Schools Unveils Free Breakfast Campaign
Surveys Show Eating Breakfast Helps Boost Learning
Washington, D.C. (September 8, 2006) – Jon Jansen, tackle for the Washington Redskins, knows that starting the day off with a nutritious breakfast helps give him an edge on the football field. Jansen wants local kids to follow his lead and has joined the District of Columbia Public Schools in an outdoor media campaign to encourage students to eat breakfast as part of the district’s free universal breakfast program.
The goal of the campaign, which features advertisements placed in bus shelters throughout Washington, D.C., is to encourage parents to get their kids to school in time for the free breakfast that is served every school day. D.C. Public Schools began offering breakfast without charge for all students last school year, yet many students do not show up early enough to take advantage of the free meal.
Two recent national surveys — one of moms1 and one of American Dietetic Association members2 — showed that moms and nutrition experts agree that nutrition impacts children’s performance in school. They also agree that breakfast is one of the most important meals of the day. But with busy family schedules, only 50 percent of kids report they eat breakfast every day.
“Breakfast helps boost brain power and has a positive impact on classroom learning and test scores,” said Isabel Maples, a mother of three and a registered dietitian with Mid-Atlantic Dairy Association. “Eating breakfast on school days is especially important because it helps students focus on learning.”
Through the outdoor media campaign, D.C. Public Schools is turning to parents for help in making sure their kids start the day with breakfast. In addition to the bus shelter ads, which feature the Redskins’ Jansen and two elementary-age students, the campaign includes radio ads reminding parents that school breakfast is offered at no cost.
Nationwide, more than 81 percent of schools participating in lunch programs also participate in school breakfast programs. However, the number of children who eat school breakfast is relatively low. Only 9 million students participate in the breakfast program compared to nearly 30 million in the lunch program3.
“Kids miss breakfast for many of the same reasons adults do, but students should start their day with a nourishing meal,” said Mark Truax, food service director for District of Columbia Public Schools. “With our free breakfast program, students can show up 20 minutes before school starts, choose a free hot or cold breakfast, and enjoy time with their friends.”
According to Truax, D.C. Public Schools teamed up with Mid-Atlantic Dairy Association and the Washington Redskins to get the message out about the school’s free breakfast program. “We want to equip our students with all the tools necessary to succeed in the classroom,” he said. “We hope that students will start the school year off eating a healthy breakfast at school then continue that good habit throughout the school year.”
To get students excited about eating breakfast at school, the District has included an extra incentive. The elementary school that has the greatest increase in school breakfast participation during the month of September will be rewarded with a special appearance by the Redskin’s Jon Jansen. Jansen will join the winning school for breakfast and a tour.
“I am excited to be a part of this program,” Jansen said. “Breakfast is such an important meal for kids. It gives them nutrition and energy. I think students who eat breakfast at school are in for a treat — a healthy breakfast, better days at school and maybe even breakfast with me!”
1Basiotis, P.P. (1999). Eating breakfast greatly improves schoolchildren’s diet quality. Nutrition Insights; Insight 15.
2June 2006 survey of 2,205 American Dietetic Association members conducted by Impulse Research on behalf of the National Dairy Council® The overall sampling error for this survey is +/-3% at the 95% level of confidence.
3USDA, United States Department of Agriculture Food and Nutrition Services, September, 2005.
District of Columbia Public Schools: Success, One Student at a Time www.k12.dc.us.
Mid-Atlantic Dairy Association, an affiliate of the National Dairy Council, provides nutrition education programs and services to schools in the Mid-Atlantic region. For more information, visit www.dairyspot.com.
For more information, contact:
Laura England, Mid-Atlantic Dairy Association, (215) 627-8800, ext. 115; lengland@milk4u.org.
Patricia Williams, Office of Communications & Public Information, DC Public Schools, (202) 442-5635.
Note to Editors: Registered dietitian Isabel Maples, M.Ed., R.D. is available to discuss school breakfast programs and what parents should know to help encourage their kids to eat a healthy breakfast, whether they eat at home or at school. Contact: (703) 753-1195 or via e-mail at imaples@milk4u.org.
Mark Truax, food service director for District of Columbia Public Schools is also available for interviews. Please contact the Office of Communications & Public Information, DC Public Schools at (202) 442-5635.