Drive urgency for Meals on Wheels America to a younger demographic to promote active involvement in volunteer recruitment.
Our narrative strategy was to share a human, authentic story of two unexpected people coming together over a shared passion for Meals on Wheels. The Ad Council partnered with T Brand Studio, the content studio arm of The New York Times, to create content specifically for Facebook and Instagram. This was part of a Facebook Anthology partnership, which pairs brands and publishers to produce branded content for distribution on the social network. T Brand Studio produced a series of videos and Facebook donated the media which ran for 3 weeks during the holidays, to inspire a new wave of volunteers during a time when giving back is top of mind.
- 14,424,579 people reached
- 51,362,464 impressions
- 17,063,670 3-second video views
- 2,435,707 views to completion
- 92,560 landing page views
- 233,382 post reactions
- 3,309 comments
- 23,364 post shares
Meals on Wheels America received 5,664 signups for volunteers in less than 4 weeks!
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