Fighting Hunger With Nothing

Hunger exists as an almost invisible problem within the U.S. It doesn’t create such gripping headlines as a natural disaster or an act of violence. Some believe that, given the nation’s comparative abundance, starvation and malnutrition don t pose significant threats. However, statistics convey a different story. According to Bread for the World, approximately 13% of U.S. residents, and nearly one in four children, live in a house with inadequate food stores.

Even in the smallest state, hunger poses a significant problem. According to the Rhode Island Community Food Bank, approximately 50,000 of the state’s households, or 11.7% of Rhode Island’s total, can’t afford enough nourishment. During the last two years of economic downturn, the Food Bank reports demand for food assistance increased approximately 50%.

To help combat this problem, the organization hired Nail Communications (Providence) to create a campaign that would raise awareness of the problem, with a particular focus on reaching younger adults.

To do this, Nail’s creative team embraced the concept of “nothing,” Using billboards as a key component of the campaign, the firm enlisted Lamar Advertising. Space was purchased on four Daktronics electronic billboards, and Lamar donated 20 bus shelters. All told, the digital boards provide more than 5,000 daily, ten-second spots. For the static displays, Lamar printed the graphics on Mammoth Media billboard material.

The campaign began with a teaser that read “Nothing is Coming” and referenced the Food Bank’s related website, www.nothing.org. Two weeks later, the billboards revealed the slogan, “Nothing Can End Hunger in Rhode Island,” with some spots depicting empty cans labeled with "Nothing." Concurrently, 40,000 empty cans – marked as containing “Nothing” with labels that promote the Food Bank s work — went on sale on the website and at Dunkin’ Donuts, Whole Foods and other Providence food retailers. The cans sold for $2.99, and approximately $2.79 from each empty can purchased went directly to the food bank. The cans were also punched with slots, an enticement to save loose change and donate it to the Food Bank.

According to Jeanette Palmer, Nail’s account manager for the project, the organization wishes to raise $300,000 through the “Nothing” campaign this year; enough to distribution one million pounds of food and serve 50,000 people.
 

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