The Drum Awards for Marketing - Extended Deadline

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Date: Feb 2018
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With the wealth of resources in the US, it might be difficult to imagine that people in this country go hungry, but a new public service advertisement (PSA) for Feeding America calls attention to the truths of ‘hidden hunger.’

Feeding America, which states it is the nation’s largest hunger-relief and food rescue organization, worked in partnership with the Ad Council and McCann New York to tell ‘Stories of Hidden Hunger,’ a campaign exposing the truth about the everyday people in the US who experience hunger and the reality of their struggles. The goal of the campaign is to move people from apathy to empathy.

“There are a lot of misconceptions around hunger, and we purposefully chose stories about struggling working families to provide a range of relatable situations to help bridge the empathy gap,” said Catherine Davis, chief marketing and communications officer at Feeding America. “We hope that these stories help change how people feel about hunger in the US and foster a desire to make an impact with Feeding America.”

‘Stories of Hidden Hunger’ depicts the lives of two families with working parents, both narrated by a child through familiar nursery rhymes. It was Inspired by real-life stories from the 46 million people served by the Feeding America network. In two spots, nursery rhymes are used to display modern hunger problems. In ‘The Old Woman Who Lives in a Shoe,’ a teacher is shown coming home to two kids, who she scrapes up enough soup to feed, with barely a spoonful for herself. In ‘Mother Hubbard,’ a woman comes home to her son and has to water down the milk to give him something to nourish him.

Credits

Agency: McCann New York

Client: The Ad Council and Feeding America