Utah Food Bank

How We Made Invisible Suffering Impossible to Ignore

Challenge illustration: overcoming obstacles

Challenge

Hunger doesn’t manifest itself as visibly as other ailments. But those who suffer from it know how painful it can be. Here in Utah, one in seven kids faces hunger each day. Utah Food Bank wanted to portray the seriousness of the issue through a new campaign.
A box filled with donated groceries
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Solution illustration: people celebrating

Solution

We compared hunger to other physical injuries in the viewer’s mind to shed light on the fact that not all afflictions are visible. Even though you can’t see the suffering, it still exists. This helped the audience consider the importance of helping feed hungry kids in their communities.
Campaign film poster showing a child with his arm in a cast
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8.6

Million
Impressions

58%

Increase in
Site Visits

36%

Increase in
Site Session
Duration

IT. IS. SO. GOOD!!!!!!!!!! We both completely got chills watching it together for the first time. WE LOVE IT!!!!!!!!!!!!

Client Feedback
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