Case Study – Behaviour Change

How Blueband Enabled Parents to Prioritize Breakfast for Healthy Kids


Blue Band identified the widespread issue of school-going children skipping breakfast or having unhealthy breakfasts, impacting their health and academic performance. As an ally to parents worldwide, Blue Band aimed to promote good breakfast habits among children through a socially impactful and commercially successful mission. To achieve this, they collaborated with Brands On A Mission to develop and implement the Behavior Change Toolkit 2.0, supporting Blue Band’s social mission and fostering positive breakfast behavior in children.


Parents often lack awareness about the significance of breakfast as the most important meal of the day for their children. Breakfast serves as essential fuel to provide the necessary energy in the morning, enabling kids to cope with the demands of school while increasing feelings of alertness and motivation to learn. Moreover, regular and healthy breakfast habits lead to better academic performance and greater enjoyment of school. However, the prevalent issue of children skipping breakfast or consuming unhealthy options persists, hindering their overall health and potentially affecting their brain performance. This challenge calls for effective solutions to educate and empower parents to prioritize breakfast, ensuring the long-term benefits of improved physical and academic outcomes for their children.


To promote the importance of breakfast for children’s wellbeing and academic success, many valuable insights guides the solution. These insights include presenting data on improved academic performance due to regular, healthy breakfast habits, as well as highlighting the positive impact of nutrition on brain development. Encouraging parents to be positive role models by having breakfast with their children can foster a positive environment. Additionally, offering easy and quick breakfast ideas addresses time constraints. Implementing educational campaigns, collaborating with schools, involving healthcare professionals, and creating support networks can raise awareness and incentivize breakfast habits. A sustained communication strategy ensures that parents are continually reminded of the benefits, ultimately leading to improved physical and academic outcomes for their children.


Table of Contents

Redefining the Behavior Change Model: Enhancing Breakfast Habits in Children

In the pursuit of promoting good breakfast habits among children, the initial crucial milestone involved a thorough redefinition of the behavior change model. To achieve this, the team undertook a comprehensive review of existing strategies and methodologies, drawing inspiration from the Behavior Centred Design (BCD) model. By doing so, they were able to reframe the target audience, gaining deeper insights into the unique needs and motivations of parents and children regarding breakfast habits. Moreover, the team expanded the dimensions of the behavior change model by introducing additional elements that were previously overlooked. Simultaneously, existing components were fine-tuned and adapted to align seamlessly with the specific context of encouraging breakfast consumption. 

The collaborative effort led to the development of a new theory of change, underpinning the revised behavior change model. This theory strategically mapped out the process of influencing and empowering parents to prioritize breakfast in their children’s lives effectively.

By combining elements from the BCD model with fresh insights and context-specific adjustments, the approach exhibited a higher level of effectiveness in driving positive behavioral shifts. With this revamped behavior change model and its tailored theory of change, the groundwork was laid for subsequent interventions and initiatives that aimed to foster healthier breakfast habits among children. The holistic and data-driven nature of the new model served as a strong foundation for impactful strategies, ensuring that the mission of promoting good breakfast habits would have a far-reaching and lasting effect on children’s overall health and academic success.

Influencing Behaviour of Children with a Digital Gamified Program and On-Ground Initiatives for Healthy Breakfast Habits

With the foundational behavior change model in place, the next milestone focused on creating a comprehensive solution to encourage healthy breakfast habits among children. The team devised a digital behavior change program that offered a gamified experience accessible through children’s devices. This engaging platform enabled kids to actively participate in interactive activities, educational content, and rewarding incentives, fostering their motivation to embrace breakfast as a vital part of their daily routine.

In addition to the digital aspect, the solution also encompassed an on-ground face-to-face program that could be effectively implemented within schools and communities. Through this in-person initiative, children received hands-on support and guidance, creating a nurturing environment conducive to adopting and sustaining healthy breakfast habits.

By combining the power of a digital gamified program with on-ground engagement, the comprehensive solution aimed to empower children and equip them with the knowledge and motivation needed to make positive behavioral changes. The program’s blend of educational content, interactive activities, and incentives ensured a holistic approach, fostering lasting and meaningful transformation in children’s breakfast habits for improved overall health and academic performance.

Strategic Deployment Plan Paves the Way for Program Success

In a concerted effort to guarantee the program’s effectiveness, a comprehensive 360-degree deployment plan was meticulously crafted. This plan empowered country teams to adapt and implement the initiative, taking into account unique local contexts and cultural sensitivities.

The deployment plan encompassed a range of essential components, ensuring a cohesive and impactful implementation. First and foremost, marketing and communication strategies were strategically developed to raise awareness and garner support for the program. These efforts aimed to effectively reach parents, children, and relevant stakeholders, emphasizing the significance of healthy breakfast habits in a compelling and relatable manner.

Furthermore, the plan included stakeholder engagement strategies, fostering partnerships with schools, community organizations, and healthcare professionals. These collaborations helped amplify the message and maximize the program’s reach, creating a collective commitment to promoting good breakfast habits.

As part of the deployment strategy, a retail activation plan was introduced to reinforce the healthy breakfast message. Special edition Blueband SKUs were crafted, featuring affordable pricing and eye-catching packaging that prominently reflected the idea of a nutritious breakfast. These specially designed products were made available in retail stores, supermarkets, and convenience outlets, reaching a wide consumer base and reinforcing the program’s messaging at the point of purchase.

By integrating retail activation into the overall deployment plan, the program maximized its reach and impact, leveraging the influence of retail environments to encourage healthier food choices.

Moreover, a robust monitoring and evaluation framework was integrated into the deployment plan. This framework allowed for real-time tracking of the program’s impact, providing invaluable insights for continuous improvement and evidence-based decision-making.

By laying the groundwork with this all-encompassing deployment plan, the program was set up for success, ensuring an effective, culturally relevant, and sustainable approach to encouraging healthy breakfast habits among children. The collective efforts of country teams, supported by the marketing strategies, stakeholder engagement, and rigorous evaluation, led to a profound and enduring impact on the wellbeing and academic performance of children across diverse communities.

Empowering Country Teams through Training and Collaboration for Program Success

The final stage of the project focused on empowering country teams to effectively deploy the social mission program using the Behavior Change Toolkit. To achieve this, interactive workshops were conducted, equipping the teams with the necessary knowledge and skills to implement the program in their respective regions. 

Following the workshops, country teams were tasked with creating their yearly plans for program implementation. These plans underwent thorough review and evaluation by our team, ensuring alignment with the overall mission and objectives. Constructive feedback and suggestions were provided to enhance the programs’ efficacy and likelihood of success, tailored to suit the unique context of each region.

By actively engaging country teams through training and collaborative review, the project fostered a sense of ownership and commitment, ensuring the program’s sustained impact. This inclusive and data-driven approach further fortified the overall deployment strategy, solidifying the project’s mission of empowering parents and children to embrace healthy breakfast habits for improved wellbeing and academic achievements.

Ready to Accelerate Your Impact?