1 in every 6 children in America is food insecure – leading to developmental impairments and affecting kids' overall ability to reach their full potential. And during the year, many of these kids' only meal is the subsidized lunch they get in school, so when summer comes they're left with one less meal to eat and their families are given one more thing to worry about. Feeding America and AdCouncil needed to raise awareness of this epidemic and help drive action to fight child hunger this summer.
This summer to raise awareness of child hunger, we turned a symbol of summer (an ice cream truck) into a beacon of change. Instead of passing out ice cream we visited food banks across the country, going LIVE at each stop – interviewing kids, families and volunteers – sharing how to get involved in your community food bank. To scale our efforts, we designed a mobile campaign to share the journey all across Facebook and Instagram – all with a truck painted & designed to get people involved.
Our truck was hand painted in the style of a vintage ice cream truck, handing out information on how to help stop hunger by joining Feeding America. Everything from the creation of the truck, to a map of the cities to-be-visited, to daily recaps and even LIVE Facebook donation broadcasts were captured / edited in real time, on the road. Creating a full-funnel national and local presence around one small truck on a big journey to drive down summer hunger.
Our campaign ran over 10 weeks, to an audience of 12,503,166. The distribution methodology was robust, to make sure we drove eyeballs and action.
LIVE broadcasts went to local markets so they could see where and how to take action. Recap videos were distributed to the previously visited market to show just how amazing the day was. And national hero / anthem video to the broader 8MM+ audience,
A constant brand heartbeat maintained throughout, by means of our little truck – driving from New York to Los Angeles. This mix of local and nationally targeted LIVE, video, Facebook donate, and on-the-ground activations lead to a cross-country presence both physically (with the branded ice cream truck) and on mobile (across Facebook and Instagram). Going live at 7 cities across the country, scaling over 24 pieces of video and photo content, and raising additional awareness through the truck's coverage of over 3820 miles on the road
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