FEEDING SAN DIEGO CAMPAIGN
CLIENT
FEEDING SAN DIEGO
Feeding San Diego is a food pantry that distributes over 40.3 meals to San Diegans that are in need in partnership with local communities anchors such as various faith centers, universities, meal sites and other food pantries. They also are focused on ending food waste an partner with restaurants as well as farms to rescue food that can be donated.
PROBLEM
OUT REACH
In the midst of early 2020, San Diego’s economy went through an upheaval, in which countless San Diegans lost employment and begun to struggle financially, food costs included. Feeding San Diego needed to reach these new clients to ensure they are fed but difficult to overcome beliefs about food pantries and new COVID-19 food distribution.
BRIEF
GO WHERE THEY ARE AT
To reach new clientele to where they are at and inform that the Feed San Diego services are available to anyone who is struggling to afford food and are not limited to people who are homeless. Additionally inform both new and old clients that the food pantry is open and Feeding San Diego’s new food pick up system.
STRATEGY
The strategy this campaign was to meet where clients of various backgrounds were at: On the road. As the majority of San Diegans will have to drive for basic essentials, the campaign will reach them by advertising through bill boards, gas station pumps and semitrailers. Because of the fast-paced nature of these mediums, the copy will be clear as well as straight forward to offset unease of using a food pantry. To further ease any discomfort from using a food pantry, the art direction must not be dramatic to destigmatize getting help as well as be clear in the food distribution experience.
RESEARCH METHODS: FEEDING SAN DIEGO ANALYTICS & VOLUNTEER INTERVIEW
Throughly researched Feeding San Diego’s analytics on who they served and how the pandemic had to change their operations from distribution, volunteering and food chain supply. However, most importantly how their client based expanded during the pandemic.
Conducted an interview with a volunteer that handled food distribution and he had explained how how different lifestyles did they served (by judging the variety of car types) and that at the pick up sites, clients would open their trunks for volunteers to put in food, no questions asked about their situation. This process was essential to communicate in the campaign.
RESEARCH METHODS: STUDYING LIFE STYLE
Because of the wide range of clientele, it was vital to identifying what similar experiences they shared as San Diegos. By studying the culture of the city, it was revealed one touch point shared across clientele was that the counties are spread out, so that stores and suburban neighborhoods are far apart and that there are not many public transportation options available. This has resulted in the majority of San Diegans having cars as a necessity, some even choosing to live in their cars. Thus freeways, highways, roads, and gas stations become a common touchpoint.
DESIGN
Moving beyond the the initial drawings, photography was decided the best medium for the campaign to offer a more neutral narrative versus a stylized drawing. Featured the same volunteer that had been previously interviewed as the model, taking different angles of the pick up service. Outdoor shoot at dawn on an overcast day to ensure complimentary lighting while keeping an understated tone that made colours of the foods stand out. Utilized Feeding San Diego's colour branding for font and colour to further add identifying markers.
FINAL DESIGN
MOCK UPS
As most San Diegans have cars as it is necessary to travel around the city, to the point where some live in their cars, the best way was for the campaign to focus on advertising that could be seen from a car through billboards, trucks and gas station pumps.
INITIAL CONCEPTS
It was critical to feature both the Feeding San Diego logo and vehicles together for clear messaging, especially when the advertising would be on billboards or moving trucks.
At first the initial ideas feature car parts with the masks with the logo- but this wasn't identifiable enough in a fast moving environment.
So volunteers were added giving food, making the message clear while also humanzing
