ART DIRECTOR: Matt Gill COPYWRITER: Zoe Baumann
STRATEGIST: Brianna Lee STRATEGIST: Xinkai Dan
The Situation:
The team was tasked with increasing awareness and positive engagement for the annual Walk for Hunger by sharing impact stories on social media about Project Bread’s mission.
The Insight:
Many audiences feel charities often offer temporary relief without addressing hunger's root causes, leading to skepticism.
The Strategy:
Use visual storytelling that highlights the impact of Project Bread’s work while leveraging social media to optimize their communication and engage with the younger community through “ The Walk for Hunger.”
The Campaign:
Every Breadcrumb Counts
The Walk for Hunger is much more than a walk, and participants are much more than the footsteps they leave behind.
As individuals we represent singular breadcrumbs on the path to progress, but together, we create the trail of breadcrumbs leading us toward a hunger-free future.
Video:
Social Media:
Instagram Posts
A series of promoted Instagram posts that will be shared in the lead up to the walk in order to motivate people to sign up.
Interactive OOH:
A worker would be stationed to hand out breadcrumbs and markers for walkers to share what motivates them to walk. The breadcrumb papers will then be stapled to the wall to create the trail.
“The war against hunger is truly mankind's war of liberation.”
— John F. Kennedy