STRATEGY | CONCEPT | VIDEO PRODUCTION | MEDIA PLACEMENT
The Utah Food Bank does an amazing job tracking statistics and data. But sometimes numbers aren’t enough. People donate with their hearts, not their heads. The Utah Food Bank also has hundreds of heartbreaking stories about children and families and the tactics they use just to find their next meal.
We had to find a story that would translate well to donors. It had to be authentic, emotional and memorable. To be effective in mass media channels, it also had to be quick and scalable. We concepted, produced and launched a spot called “Carrots” which ran on broadcast TV, digital buys and social channels.
This campaign is currently in market, but early results are showing record-breaking fundraising numbers and higher levels of volunteer involvement compared to recent years.