United States

2018

Don't Label Hunger Campaign

Entrant Company

ChappellRoberts

Category

INTEGRATED MARKETING

Client's Name

Feedig Tampa Bay

Sub-Category

Nonprofit

A college student with a scholarship and a job. A married mother of a special needs son. The daughter of a hard-working single mother. These are the candid and deeply personal stories of food insecurity in Tampa Bay. Nevin, Carol and Nani are only three of the 700,000 people in Tampa Bay who struggle with hunger. They are not homeless, but rather some of the hardest working people in our community, yet they don’t always have enough to eat. Their plight mirrors what many parents, children and seniors experience on a daily basis – the tough choice between providing nutritious meals or paying for other critical expenses. That’s why Feeding Tampa Bay launched its “Don’t Label Hunger” campaign in October of 2017 – to dispel the damaging stereotypes surrounding hunger and to deliver more meals across the 10 counties of West Central Florida. The Don’t Label Hunger campaign features compelling real-life stories of everyday families and individuals struggling with hunger in Tampa Bay. The campaign called on the public to take an active role in reducing the number of hungry people in Tampa Bay through a simple monthly donation of $6, which can feed one person for an entire month. As Feeding Tampa Bay’s first ever fully-integrated paid media campaign, Don’t Label Hunger drove increased awareness, cultivated new donors and spurred engagement across paid, earned, shared and owned media platforms. The Don’t Label Hunger campaign’s inaugural success has provided an essential benchmark that Feeding Tampa Bay will continue to elevate. The powerful messages, stories and content developed for this campaign will continue to serve as a dynamic platform for Feeding Tampa Bay’s marketing efforts as well as its broader advocacy and development focus.

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