RSW tested multiple creative approaches with focus groups, where we learned that people were most inclined to give when they saw stories of children, seniors, and working parents in need. They were also unaware of the gravity of the issue in North Texas, and that every dollar donated feeds three people.
Using this information, we developed a campaign featuring stories of North Texans without access to three meals a day. For example, we show a young girl with the headline “Full of potential. Short on food. $1 feeds three hungry kids.” The creative leveraged the orange color from the new NTFB brand identity, also developed by RSW. The integrated campaign included billboards, busboards, radio, television, geo-targeted online ads, and more. NTFB’s public relations and social media team joined in the effort.
The campaign has evolved in its eight years, and holiday donations have increased to $8 million, an average increase of 20 percent per year. In addition, volunteer hours, total number of donors, and awareness (as measured by Harris Interactive) have seen similar increases. The campaign was also recognized by the International Association of Business Communicators with a prestigious Gold Quill Award of Excellence.