Gleaners Food Bank

Hunger Isn’t Picky

Situation

Gleaners is Indiana’s largest food bank serving 21 Indiana counties. With a mission of Leading the Fight Against Hunger, Gleaners must continually raise funds to meet the dire reality of an increasingly hungry populace. The poverty rate in its service area is 12.7% with over 316,000 food insecure Hoosiers.

Solution

For several consecutive years, CVR has created an integrated communications campaign to raise awareness for Indiana’s hunger issue, and ask for financial support. CVR’s latest campaign illustrated that hunger can strike anyone, the unemployed, the underemployed, even those battling a temporary setback. Hunger Isn’t Picky featured TV, outdoor and digital executions showcasing the ironic difference between being picky about what one eats versus not even having the opportunity to select, because of one’s inability to support their families with food.

Outcome

The campaign drove over 6 million impressions and over 5,000 clicks to Gleaners’ donation page, while also raising awareness that Hunger isn’t picky, and can strike anywhere, anytime.