Through their ‘I Heart Breakfast’ initiative (represented as ‘I <3 BRFST’), General Mills wants African American teenage girls to know the importance of a healthy breakfast. The campaign was launched to prove that teen girls who eat cereal tend to have healthy body weight, which in turn helps to live healthful lives.
Studies show that over 38% of teenage girls in America don’t eat breakfast. While there are many reasons for this, the two most common ones are: a jam packed schedule and the exposure to images on television, magazines, and the internet that entice girls to want to be thin. General Mills hopes that with their campaign they will not just highlight the importance of eating breakfast, but the nutritional value the girls will receive from a breakfast consisting of cereal.