Building off of Feeding Tampa Bay's successful "Don't Label Hunger Campaign" from the previous year, we partnered with Feeding America to launch an even more impactful campaign based on data from multiple national studies. Keeping the labels intact, the campaign focus was then shifted to target a more sympathetic tone intended to resonate with young millennial families. We used real stories, combined with first-person accounts of the real struggles being felt in Tampa Bay's backyard to spread awareness and bring in a new generation of future donors. The campaign itself spanned print, outdoor, a custom landing page experience, social, and digital display.
Help end hunger in Tampa Bay at DontLabelHunger.com