Amplus in Action: Content That Drives Change
Amplus Agency has had the privilege of supporting Action for Healthy Kids Marketing & Communications department with the Healthy Meals Incentive grant program over the past 3 years. Amplus was there every step of the way, contributing website creation, video production, print materials, and strategic storytelling support. Healthy Meals Incentives (HMI) Initiative, funded by the U.S. Department of Agriculture (USDA) has awarded nearly $30 million in grants to 264 small and rural school districts, enabling improvements like staff training, kitchen upgrades, and enhanced meal service.
Transformative Impact, National Reach
On June 30, 2025, the final award application process closed, marking the end of the grant program’s final stages. We’re proud to celebrate an exciting milestone with AFHK. This marks a significant chapter in a transformative journey toward healthier school meals nationwide. The numbers from the Recognition Award program serve as a testament to the program’s success.
- 933 Awards granted (and counting)
- 623 Unique awardees
- 49 States + 1 territory represented (Hawaii apps still rolling in!)
- $21.9M in reimbursements paid
- 653 outreach efforts logged
- 50+ custom videos created to highlight school food innovation
- 10 site visits to schools and districts—from Arizona to Boston—to capture real stories on the ground
These results highlight the power of collaboration, strategic outreach, and data-driven implementation. And with projections indicating over 1,000 awards and 700 unique awardees once all reviews are finalized, the momentum is only growing.
Spotlight on Storytelling: Cafeteria Chronicles
Among the most impactful contributions we’ve made to this initiative is the Cafeteria Chronicles video series—a powerful storytelling campaign that puts a spotlight on the incredible schools and food service teams transforming school meals. Produced in partnership with AFHK, this ongoing series captures the voices, challenges, and victories of districts across the country. From rural communities to large urban schools, these are the unsung heroes redefining what’s possible in school food.
Here is one of our favorite videos because it was filmed in our backyard. Santa Anna, Texas.
Watch the series here: healthymealsincentives.org/cafeteria-chronicles
This work reflects what we love most at Amplus Agency: using storytelling to amplify change.
Let’s Keep the Momentum Going
As the Healthy Meals Incentives initiative moves into its final phase with the USDA contract ending in December, Amplus Agency remains proud to stand beside AFHK and its partners. We’re excited to help bring project to life and continue telling the stories that are shaping a healthier, more equitable future for children across the country.
Awardees are honored at the Healthy Meals Summit, a national platform that not only celebrates their impact but also equips them with resources to expand their reach and share best practices.
Learn more: actionforhealthykids.org/healthy-meals-incentives-initiative
Action for Healthy Kids is a national nonprofit organization dedicated to improving children’s health and well-being by fostering healthier school environments. Founded in 2002 by former U.S. Surgeon General Dr. David Satcher, AFHK collaborates with families, schools, and communities to ensure that every child is healthy, active, and ready to learn.
It’s been an absolute pleasure to contribute to a cause that uplifts so many families and schools across our country. Working alongside Action for Healthy Kids was inspiring—and yes, a whole lot of fun too!
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