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Meals on Wheels celebrates connecting generations with volunteering in Ad Council campaign


By Kyle O'Brien, Creative Works Editor

March 22, 2018 | 5 min read

Today in the US, 10 million seniors face the threat of hunger, and millions more live alone in isolation. That’s why Meals on Wheels America and the Ad Council today (March 22) are kicking off a new chapter of their successful volunteer recruitment initiative, ‘America, Let’s Do Lunch.’

Meals on Wheels campaign

Meals on Wheels campaign looks to recruit volunteers

Beyond the impact of a warm meal and a friendly smile to those served, the new public service ads turn the spotlight on the meaningful bonds that can develop between volunteers and homebound seniors.

Meals on Wheels already serves over two million homebound seniors annually, though with the senior population expected to double by 2050, there is an escalating need for a new wave of volunteers to step up to help seniors in their communities. 5,000 Meals on Wheels programs across the country deliver nearly one million meals daily, largely relying on a massive volunteer corps. The majority of these volunteers are 55 and older themselves, so, to inspire a new generation of volunteers, agency Anomaly developed a suite of creative assets pro bono that highlight the uniquely uplifting experiences found in volunteering.

In the spots, we see people like volunteer Nina, who is always happy to see “larger than life personality” Morris, and the Wades, who made friends with Ms. Barbara and even shared first with her their pregnancy announcement. It’s those stories of sharing, caring and friendship that fuel the volunteers at Meals on Wheels.

It’s this personal reward that drives the integrated campaign – introducing the nation to the special connection shared between four real Meals on Wheels volunteers and some of the seniors to whom they deliver. More than capturing the fulfillment of doing something good for their community, the PSAs illustrate the genuine friendship, inspiration, humor and sage advice delivered in return by the seniors – all sparked by the volunteers delivering a meal in their neighborhood.

“Many of our clients see just one person throughout the whole day: their Meals on Wheels volunteer. With a smile, a kind ‘hello’ and a quick conversation, volunteers deliver so much more than a meal to their homebound neighbors,” said Ellie Hollander, president and chief executive officer of Meals on Wheels America. “This impact is not only meaningful to the seniors served – research overwhelmingly shows that volunteers delivering for Meals on Wheels find it so gratifying, they almost see it as ‘selfish’.”

Added Lisa Sherman, president and chief executive officer of the Ad Council: “The power of volunteering happens the moment you knock on that door, look someone in the eyes and make a connection. That’s what we’ve heard from so many of the people who’ve signed up to volunteer through this campaign. And we expect many more to sign up because Anomaly and our partners tell stories that not only pull at heartstrings, they empower people to take action and make an impact in their own communities.”

To amplify the message, ‘America, Let’s Do Lunch’ is partnering with companies, organizations and media outlets passionate about the issue, including HowStuffWorks and their 'Stuff You Should Know' podcast, and the campaign’s official rideshare partner, Uber, to elevate awareness of the benefits of supporting the program. Actor Richard Gere and social content creators the Vaga Brothers, Kevin & Lil, and Ari Seth Cohen of Advanced Style are also joining the effort to serve as ambassadors for the campaign by sharing original content on their channels that discusses the importance of volunteering for Meals on Wheels, encouraging their audiences to do the same.

In just over a year and a half, the campaign has inspired nearly 100,000 new volunteers to sign up. It has secured over $50 million of donated media and formed partnerships with outlets like Upworthy, Facebook and The New York Times, and talent including Baddiewinkle and Meghan Camarena.

“Meals on Wheels provides such a fundamental service to so many seniors in America. But that’s not to say that seniors are the only ones that benefit,” said Eric Segal, chief creative officer at Anomaly. “That’s why we decided to hone in on the bond between senior and volunteer. Showcasing that both parties get something out of the experience. It’s our goal that, with this new work, tens of thousands more Americans will take action and sign up.”

The new creative, which will run on TV, radio, print, out-of-home and digital, is being distributed to media outlets nationwide beginning this week, and will air and run in donated time and space.

See all the spots by clicking on the Creative Works box below.

Meals on Wheels: advert-top-1 by Anomaly & The Ad Council

By Meals on Wheels

Overall Rating 5/5

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