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East Bay Asian Youth Center
 The East Bay Asian Youth Center (EBAYC) came to Full Court Press with a question: how could adults and school-age children in a low-income Oakland neighborhood become informed of an innovative local program encouraging good exercise and dietary habits?
Residents of Oakland's San Antonio neighborhood face hurdles common to low-income areas: limited access to healthy foods and insufficient knowledge about the importance of healthy eating. Thanks to a grant from the Robert Wood Johnson foundation, EBAYC developed a unique program to provide cooking classes and organic
produce on elementary school grounds so families could
learn to eat healthy foods at home.
Full Court Press used its coalition building and strategic communications expertise to offer advice, present program ideas, and collaborate with EBAYC staff, local government officials and community leaders. The primary goal was to identify the right storytellers, techniques, and outlets to inspire families to change their attitudes and behavior; the secondary goal was to increase community awareness to generate support for extending the program to other schools.
Full Court Press built an information campaign based on multi-language in-school flyers and posters as well a media push centered on a television-friendly concept - an early-afternoon media event with good visuals and strong backstory, complete with a variety of trained and on-message sources including a school principal, students, parents, youth coordinators, and the program's executive director.
Major Bay Area media provided outstanding coverage, including a front page story in the Oakland Tribune, as well as a multimedia feature on the Tribune website, including a slide show and audio. KTVU, KICU-San Jose, Univision, the Montclarion, and the Ming Pao Daily News also ran features. Nearly six months later the program continues to draw the interest of San Antonio families.
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