SUMMARY
Creating a probono camapign for a worthy cause like child hunger seemed like an easy enough task when 'Feeding Children Better,' a non-profit partnership between ConAgra and America's Second Harvest, first asked our agency to launch their multi-year campaign. However, we quickly discovered that an inherent disbelief of child hunger in the US and numerous stereotypes confounding the issue necessitated tackling the problem differently; that is, before we could generate awareness, we needed to make people believe this problem actually existed. Along with changing attitudes of disbelief and blame, we wanted to generate concern, discussion and action in solving the problem on a personal as well as a societal level. By creating advertising that openly acknowledged our target's initial disbelief of the problem and painted a vivid, emotionally-charged picture of child hunger that they couldn't dismiss, we were able to achieve our campaign goals.
