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NFL Community Initiatives – Corner Store Initiative
The Corner Store Initiative utilized results from focus groups that were conducted with students, school staff and store owners to develop a social marketing program to promote healthy beverages (water, 100% fruit juice, and low fat milk). The project was carried out in eight stores in proximity to six schools in Dorchester, Hyde Park, Mattapan, Roxbury and East Boston.
The project encouraged and supported convenience stores located near the project schools to modify their beverage offerings to include these healthy products in sizes and at prices affordable to students. Corporate partners, the New England Dairy and Food Council and
H. P. Hood Corporation joined the initiative and were instrumental in making small-size and affordable low-fat dairy products available. To promote the small-size low-fat milks in plastic containers being sold in participating stores, the school partners also served milk in the same packaging. A promotional kick-off event and a social-marketing and incentive program took place during the 2007–2008 school year.
The social marketing and incentive program included promotional signage throughout the school and a monthly raffle. Students had a card stamped at the convenience store when they purchased a healthy beverage, then entered the completed card into a monthly raffle for a prize. Two additional planned components for the project were a classroom component utilizing a lesson from the Planet Health curriculum on healthy hydration, and a parent outreach component at each school.
The Lilla Frederick Pilot Middle School after school program worked with students and their convenience store partners (Preparations, Inc. and Devon Market) to create a video describing the project and then shared the video through the school’s web-based learning system.
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