Hunger Isn't Picky Campaign Highlights the Food Insecure
CVR Campaign Drives Over 5,000 Clicks to Donation Page
About Gleaners Food Bank
Gleaners Food Bank is Indiana’s largest food bank, serving 21 Indiana counties. Since 1980, Gleaners Food Bank has developed programs and formed partnerships design to lead the fight against hunger in central Indiana.
Situation
Gleaners Food Bank to Raise Funds for Food Insecure Hoosiers
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
CVR Creates “Hunger Isn’t Picky” Integrated Campaign
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 could strike anyone, the unemployed, the underemployed, even those battling a temporary setback. Our Hunger Isn’t Picky campaign 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
Donation Page Sees Increase in Impressions and Clicks
Our Hunger Isn’t Picky campaign drove over 6 million impressions and over 5,000 clicks to the Gleaner Food Bank donation page, while also raising awareness that hunger isn’t picky, and can strike anywhere, anytime.