A new multimedia campaign created by Eric Mower + Associates for the Food Bank of Central New York helps people see the changing face of hunger. The campaign promotes awareness to the fact that anyone—regardless of his or her background—can be faced with the hardship of making ends meet.
“With the troubled economy, we are seeing more and more people from all income levels, facing food and economic difficulties. One in eight Americans is faced with food insecurities,” said Tom Slater, executive director, Food Bank of CNY. “The face of hunger is changing; today, it’s the face of a friend, neighbor or family member. EMA created an advertising campaign that will raise awareness of the changing demographic the Food Bank serves and our continued need for support.”
The Food Bank of CNY came to EMA with new challenges this year: an increase in the number of people served and a change in the demographic visiting the Food Bank.
“Think you know what hunger looks like?” the print ad asks. “Think again.” The campaign introduces a fictional character named ‘Ed,’ a family man who lost his job and is having trouble covering his expenses. TV, print, radio and online ads show Ed as he comes to terms with his recent economic hardships and encourage people to understand that Ed’s situation can happen to anyone—even a friend or neighbor. “You can help,” the ads say. “A donation to the Food Bank … helps people like Ed make ends meet when things get rough.” Watch the TV spot here.
“We needed to take a different approach to this year’s campaign,” said Tom Merrick, senior partner and creative director, EMA. “When people think of the face of hunger, they usually think of low-income and poor people. With today's economy, almost anyone could be affected. This campaign will educate the Central New York community on hunger issues and how they can help.”
The campaign’s goal is to increase awareness of hunger issues facing the Central New York and surrounding communities, and demonstrate the many ways that community members can make a difference, like making even a small donation that can help supply food to one of the Food Bank’s 273 emergency food programs.
The Food Bank of CNY serves 11 counties throughout Central and Upstate New York. While it predominantly serves people who are below poverty line, the Food Bank has seen an influx of middle-class people who struggle with food insecurity.
The campaign will run through early 2012.