The Indy Hunger Network (IHN) is nationally regarded as a leading public/private partnership organized to create a system that ensures anyone in Marion County who is hungry can access the nutritious food they need. There are approximately 200,000 food-insecure people in the county, even during strong economic conditions. IHN received funding to develop a multi-platform app where the public could easily access food from resources like congregate meal sites and food pantries, and even learn if they are potentially eligible to receive WIC and SNAP benefits.
Based on CVR’s longstanding commitment to feeding Indy’s hungry, we were asked to provide marketing, creative and media services to communicate the app’s availability to the general public. CVR named the app Community Compass and created a mass media campaign comprised of outdoor, radio and social media, even creating a value-based partnership with a radio station group uniquely able to reach marginalized targets. Additionally, a grassroots toolkit to provide hunger relief organizations promotional tools and training was created to assist in pushing out awareness direct to the food insecure. CVR worked closely with food-relief organizations and actually tested creative concepts with food bank guests to ensure messaging was targeted, clear and translatable to Spanish.
In the first 60 days of being promoted, over 5,800 unique users were recorded. Serendipitously, the launch preceded the COVID-19 pandemic by only a few weeks, and the Community Compass became a leading tool for a growing hunger population to access the help they needed.