Objective
The campaign's objective was primarily to inspire conversation about and drive passion for hunger in the U.S. and secondarily to drive engagement with Feeding America by donating, advocating, and volunteering to name a few.
Strategy & Execution
We created “The Full Effect” creative campaign inspired by what can happen when the time and energy people spend on being hungry is spent on them bettering themselves and their community. We can change their entire world by helping feed those who face food insecurity. Suddenly, they will have the disposition to attend practice, more energy to face a classroom full of six-year-olds, or simply more time to spend with their daughter. Because when people don't have to survive anymore, they are free to live. We took great care in ensuring the campaign approached hunger, and those facing hunger, with dignity.
results
The campaign garnered $1.5 million of donated media support from national partners such as Lifetime TV, A&E, History en Español, NBCUniversal, Meta, BuzzFeed, TikTok, Reddit, Twitch, and The Root.
Scarlett Johansson PSA The Full Effect
