Summary
In 2017, conventional wisdom about what "works" with hunger messaging seemed out of step with the changing landscape of charitable giving. Qualitative research revealed numerous barriers and insights, including that our help and empathy with hunger relief is often conditional. 'Stories of Hidden Hunger' increased brand awareness, intent to support, and emotional connection with Feeding America by exposing the painful truth about how hunger goes unnoticed in our own communities.
Consumer Insight
When it comes to hunger in the U.S., our help and our empathy are often conditional.
Marketing Challenge
At the start of 2017, Feeding America – the...