Engaging Americans in Extreme Poverty
The Challenge
In 2021, there were 41 million people in the world – nearly the same number of people as the population of California – who are standing on the precipice of famine. Over 30% of fundraising takes place during the last month of the year. The #CancelHunger campaign sought to gain support to continue to deliver our life-saving health and nutrition programs to the most vulnerable people in the hardest to reach places facing hunger.
My Role
Director of Marketing Responsible for research, strategy development, briefing and managing creative, media, and web development agencies, and measurement.
Company
Concern Worldwide US
Year
2021
#CANCELHUNGER
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CONCERN WORLDWIDE US
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#CANCELHUNGER * CONCERN WORLDWIDE US *
The Strategy
The phenomenon of “canceling” or boycotting a person, business or brand because of unpopular remarks, views, or actions is very much here to stay. And while some have found “cancel culture” empowering, others feel it has gone too far. But what if there was something we could all agree MUST be canceled?
The Approach
After decades of decline, Hunger is on the rise again. Between COVID-19, climate change, and internal conflict, much progress in the fight against Hunger has been lost. The world is gravely off track for achieving zero hunger by 2030, as Hunger continues to ravage countries that have already suffered so much. So Concern Worldwide is on a mission to finally #CancelHunger for good.
The Work
We used a simple yet bold text only design contextualizing the scale of the crisis to prompt action . This allowed us to develop, segment, and test versions with agility, drafting off the news of the day.
Fundraising Email
Donor Incentive T-Shirt Collab
