A School of Goldfish: Pepperidge Farm Goldfish promotes power of positive thinking

For a generation of kids taught to worry about the SAT before they can even color in the lines, the intense focus on achievement can lead parents, educators, and other influencers to dwell more on the negative aspects of performance, than the promotion of a positive world view. Enter Pepperidge Farm Goldfish's Fishful Thinking campaign.

For a generation of kids taught to worry about the SAT before they can even color in the lines, the intense focus on achievement can lead parents, educators, and other influencers to dwell more on the negative aspects of performance, than the promotion of a positive world view.

Enter Pepperidge Farm Goldfish's Fishful Thinking campaign. Partnering with Dr. Karen Reivich, co-director of the University of Pennsylvania's Positive Psychology Project, Fishful Thinking is an interactive program, designed to provide adults with the tools to stimulate positive critical thinking in children, from ages 7 to 12.

“Optimism can be taught, like any other skill. This matters because it enables children to become problem solvers, who don't deny problems, but focus on strategies to change situations for the better,” said Dr Karen Reivich, who also provides advice, activities, and other online content for the campaign website, http://www.fishfulthinking.com/.

Last March, the Web site had a soft launch, overseen by AOR, Devries Public Relations.

“We've spent time in the past year, getting the Web site to a place that's good. Now, we're looking to get the word out more,” said Laura Springer, Devries Vice President for Home and Lifestyle. “In year two, we want to drive more traffic.”

With an emphasis on media relations, Devries hosted the long-lead editor event at the NYC Cornelia Day Spa, and has plans to book Reivich on local and national morning shows, in the upcoming months.

This year, the company has also sought to promote the program through the educational magazine, Scholastic, with distributions to 250,000 teachers in their 3rd to 4th grade programs and an interactive video program provided to 15,000 5th grade teachers.

Nan Redmond, Pepperidge Farms director of corporate and brand communications, said, “The Goldfish brand has been committed to kids' happiness ever since founded over 45 years ago. Their welfare is a big focus of our brand, and this program enables us to use our position of strength [with adult influencers],” who will soon be targeted in a different way.

Over the next few months, the program will also add a section dedicated to empowering adults with the power of ‘Fishful' thinking.

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