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Special Project

Special Project
From the 9th Annual Shorty Awards

Meet the Spokespoon

Finalist in Images, Spokesperson

Audience Honor in North America

Entered in Health & Fitness, Social Good Campaign


How to you get busy "not-a-moment-to-spare" passersby to stop to think about hunger and homelessness on the streets of New York City? You walk around with a "bigger-than-life" symbol that compels people to stop and ask "can I hold that?"

Strategy and Execution

Meet The Spokespoon. A giant spoon that toured New York serving up compassion to help end hunger in our community.

Once people saw it, they couldn't help but ask to have their picture taken with it. The Spokespoon was embraced at Grand Central Station and The Waldorf-Astoria Hotel. On Park Avenue and in Central Park. From the scaffolding of the Time Life Building to the steps of The Actor's Studio.

The photos were then posted online and on social to build awareness and sell tickets to Fare Share Friday, an extraordinary dinner supporting the Crossroads Community Soup Kitchen and Food Pantry.

Any organization can have a spokesperson. But only we had the oversized charm of The Spokespoon. After all, it takes a large helping to serve the needs of New York.


In a span of four months, social engagement on Facebook and Instagram rose by 127% while our following increased by 48%. Media impressions hit 7M. And by December 2016, our charismatic Spokespoon helped raise more than $100,000 for Crossroads Community. Making friends and dishing out support to end hunger in New York City.


Video for Meet the Spokespoon

Entrant Company / Organization Name

Saatchi & Saatchi Wellness, Crossroads Community


Entry Credits