Foster Communities, Educate Families, Empower Children, Decrease Childhood Hunger

Table of Contents
The Client
Greater Chicago Food Depository History.. Executive Summary....

The Research

Situation Analysis.... Primary Research................................ Secondary Research. Problems and Opportunities for the Brand.

The Campaign

Creative Brief Creative Strategy Creative Execution. Print Media/CTA.. Radio... Community Outreach Direct Mail..

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The Greater Chicago Food Depository (History)

Due to an unforeseen rise of poverty in the 1960s, a food bank in Phoenix was created to assist with the growing rates of hunger in the United States. Shortly after, in 1978, a group of concerned individuals decided to create a similar food bank in the Chicago area called the Greater Chicago Food Depository (GCFD). Beginning its operations with a startup grant and donated warehouse space, the GCFD distributed 471,000 pounds of food from 22 donors and 85 agencies in its first year alone. In 1981, Illinois legislators passed a Good Samaritan law, which protected food contributors from legal liabilities. This act helped increase the number of donors and the amount of food donated to 6.1 million pounds. In 1986, the Perishable Food Program (Food Rescue) was established which gathered unused food from restaurants and caterers. Shortly after, childhood hunger was becoming more predominant and the Produce People Share Program became the spawn of the first Kids Cafe, which provided after school, healthy meals to low income families. In 1998, Chicagos Community Kitchens, a free 12-week culinary training program for adults, was founded as well as the Producemobile, which severed as a farmers market on wheels.
In 2004 the company moved into a larger

building to house all of its programs and food. Additional programs such as the Nourish for Knowledge program for children and a Senior Program for older Chicagoans were created. Finally, the Mobile Pantry Program began in 2007 in response to the need of low-income families on nights and weekends.
Since its inception in 1978, the GCFD has become an international model for food banks, distributing 58 million pounds of food last year, including more than 10 million pounds of produce, which served 90,000 individuals per week and 119,000 meals per day. Through its network of 600 food pantries, soup kitchens and shelters, the GCFD not only provides food, but also tools and resources to serve nearly 500,000 people annually and end the cycle of hunger throughout Cook County.

A Soup Kitchen in 1979

The Depositorys First Home

Working on the Flex Line

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Executive Summary
As a non-profit organization, several factors can effect the success, or lack thereof, of the GCFD. After conducting primary research with GCFD employees and secondary research through the GCFD website and others like FeedingAmerica.com, Strength.org, and usda.gov, research indicated that the GCFD had two primary issues: a lack of awareness about the GCFD programs and an ongoing struggle with reducing the climbing rates of childhood hunger. Despite consistent donors, a steady stream of volunteers and several valuable partnerships, the GCFD is challenged with spreading the word about their child-focused programs, which can significantly aid in reducing hunger in Cook County.
About 37 percent of those served by the Depository are children under 18 and nine percent are children under five years old. Studies have shown that hunger can impact a childs behavior, development and ability to learn (www.chicagosfoodbank.org). And with hundreds of thousands of children at risk for hunger in Illinois, one of the GCFDs 2010 Advocacy Initiatives is to ensure every child has access to nutritious food. The GCFD is not alone in this plight.

President Obamas Child Nutrition Reauthorization seeks to end childhood hunger by 2015 through federally funded child nutrition programs that make food available to children after school, in the summer and on weekends. Currently operating in 49 sites throughout Cook County, the GCFDs Summer Food Program will be a key catalyst for providing food and fighting childhood hunger in Illinois.
The GCFDs Summer Food Service Program is operated through the Kids Cafs and serves children 18 and younger. The Kids Caf Program is a national initiative that partners with after school programs to provide hot, nourishing meals to children which, for some, will be the only hot meal they have all day. The Kids Caf Program also provides tutoring and educational programs for children including computer training, music, arts and crafts and gardens for the children to grow fresh vegetables. The Summer Food Service Program uses the same foundation as the Kids Caf Program, but focuses on the summer months to ensure that children from low income families can have a free meal,

even when school is not in session. Thousands of children who receive free lunches during the school year become at risk for hunger when school lets out (www.chicagosfoodbank.org). The Summer Food Service Program addresses that issue; however, there is a lack of awareness of this resource. Among working poor who have never used a pantry, 35 percent stated lack of information about the program or location as a reason for not using a pantry (2010 Working Poor Study). Therefore, creating awareness and increasing participation in the Summer Food Service Program is necessary for the GCFD to decrease childhood hunger in Illinois. Our identification of this Business challenge was confirmed by the 2009 average daily attendance numbers for the summer food Service Program. The 2009 daily attendance for the Summer Food Service Program was the lowest in five years.
SUMMER FOOD SERVICE PROGRAM: AVERAGE DAILY ATTENDANCE Data as of February 1, 2010 Illinois FY 2005 FY 2006 FY 2007 54,899 50,795 50,717 FY 2008 52,917 FY 2009 50,371

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Executive Summary (continued)

We know from the primary research we gathered there has been a drastic increase in need due to the recent economic downturn. The combination of the low attendance numbers and the recent state of the economy shows that there are children who need the GCFD assistance, but are not receiving it or do not know what resources are at their finger tips. This advertising campaign will create awareness of the Summer Food Service Program with the intention of increasing the attendance numbers of the Summer Food Service Program in 2010.
Our objective, to decrease childhood hunger in high need neighborhoods in Cook County was coupled with a strategy to create awareness of the Summer Food Service Program, thus the Feed the Future campaign was born. In addition to primary objective the Feed the Future campaign addresses, we also identified secondary objectives needed to make this campaign successful. Feed the Future has a four pillar approach to creating awareness and reducing childhood hunger. Like the GCFD, which provides not only food but educational and training resources, our campaign with mirror this strategy with the following pillars: Foster Communities Educate Families Empower Children Decrease Childhood Hunger Due to our demographic and the importance placed on the family unit, our advertising efforts will be directed at caretakers, such as parents, grandparents and older siblings. Our target audience has a lower than average income level and less than

average access to technology so the Internet will not be used. Rather, traditional forms of media are more appropriate, including: radio, television, billboards and community outreach.
The overall tonality of the campaign will be cohesive throughout all forms of media and will generally have a light-hearted visual aesthetic. One of five images, featuring happy children eating, will appear on our print materials . Messages in copy will be used to build trust, educate and encourage our target audience to utilize the Summer Food Service Program while their children are out of school. The campaign will begin in March, to get our target audience thinking about their needs for the summer, and run through August.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Situation Analysis (Current Users of the GCFD)

Nearly 678,000 people per year depend on the food provided by the GCFD. According to the 2010 Hunger in America (Chicago Profile) Study, here is how the current user-base breaks down:
Race: 64 percent non-Hispanic Black 21 percent Latino or Hispanic 12 percent non-Hispanic white Gender: 51 percent female 49 percent male Age: 63 percent are over 18 37 percent are children under 18 Nine percent are children under five Repercussions for Adults: 81 percent of households reported a situation during the last year where the food they bought "just didn't last and they didn't have money to get more 47 percent reported having to choose between paying for food and paying for utilities or heating fuel 44 percent reported having to choose between paying for food and paying their rent or mortgage 40 percent reported having to choose between paying for food and paying for gas for a car 32 percent of households with children reported that their children skipped meals during the school year 28 percent reported having to choose between paying for food and paying for medicine or medical care 26 percent of adult clients said they didnt eat for an entire day at least once during the last year 25 percent of households served have at least one family member in poor health

Socioeconomic: 44 percent receive SNAP/Food Stamp benefits 34 percent include at least one employed adult 22 percent report their main source of income is from a job 22 percent of clients live in the suburbs 10 percent own the place where they live Six percent of clients are homeless

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Situation Analysis (Childhood Hunger & its Effects)

Hunger Impairs Children in Many Ways
Health Issues: Impedes growth and development More illness, including stomachaches, headaches, colds, ear infections and fatigue Poorer mental health More hospitalizations Greater susceptibility to obesity and its harmful health consequences Behavioral Difficulties: More aggressive behavior Higher levels of hyperactivity, anxiety passivity Difficulty getting along with other children Greater need for mental health services

National Statistics

and/or

Academic Difficulties: Have impaired cognitive functioning and diminished capacity to learn Achieve lower test scores and overall school performance Repeat a grade Experience school absences, tardiness and school suspensions

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Primary Research (Goals, Strategies and Conclusions)

Objectives for the Research Our primary objective was to determine the GCFDs greatest business challenge. After reviewing the GCFDs comprehensive website, we identified the areas we needed additional information on to narrow down that business challenge. The areas we needed additional information on were the: programs, demographic and psychographic characteristics of the volunteers and individual donors, seasonality issues, past advertising campaigns, challenges, goals and barriers. Strategy Our strategy was to obtain first-hand information from GCFD employees so we decided to conduct interviews. We determined that it was best to schedule interviews and conduct them by phone because it was difficult to schedule face to face interviews due to their busy schedules and workload. Our primary contacts at the GCFD were Bob Dolgan, the Director of Communications and Meaghan Farno, the Public Relations Coordinator.
Summary of Research Point-of-differentiation (if any) Although not in a competitive environment, the other Food Service organization serving Illinois is the Anti-Hunger Federation. The GCFD is much larger than the AntiHunger Federation and serves Chicago and its suburbs, while the AntiHUnger Federation only serves the West side of Chicago. The AntiHunger Federation is also not part of Feeding America, the nations leading domestic hunger-relief charity. The GCFDs name recognition and broad scope of reach would be an advantage for our campaign. Biggest Barrier Meaghan advised that volunteers are consistent, having secured about 14,000 volunteers last year, and there are usually
Source: Wikipedia

people on hand to help. She also advised that, although there are periods of seasonality where donations are low, they have many resources available and donations stream in yearround.
When asked about the biggest barrier the GCFD faces Meaghan said it was the lack of knowledge. As a result, we decided to focus our campaign on increasing awareness of a GCFD program in the communities highlighted by the Unmet Need Study. Who is the Target Audience? Eight city neighborhoods were highlighted as priority communities in need of GCFD assistance by the GCFDs Unmet Need Study: Austin, East Garfield Park, Englewood, Greater Grand Crossing, Humboldt Park, North Lawndale, Washington Park and West Garfield Park.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Primary Research (Goals, Strategies and Conclusions ctd.)

These . communities highlight areas that have a high concentration of poverty but relatively low levels of Greater Chicago Food Depository food assistance(Greater Chicago Food Depository). Factors Due to the economic downturn, there has been a drastic increase in people who depend on the GCFD. First time users of the GCFD have grown due to high unemployment rates and loss of jobs. Since so many clients are first time users, they are unaware of the available programs. Many communities in the Unmet Need Study have a high concentration of children under 18. Seasonality Issues For the Summer Food Service Program the seasonality issue lies in the function of the program. The SFSP is intended to function as a nutrition link between the end of one school year and the beginning of the next. Therefore, to be most effective, our ad campaign will have to run from spring through early summer months (March-August). Purchase Cycle of Products Maeghan Farno, the GCFDs Public Relations Coordinator, advised that the GCFD is constantly receiving food form multiple resources. Creative Requirements Through primary research we found out the creative requirements for the GCFD. The GCFD wants the Logo present in all ads, press releases or media. The GCFD commonly uses because of you someone will eat today. They also include a thank you to donors and their Mission Statement. For the Summer Food Service Program past advertising campaigns have been based around Hunger Doesnt Get a Summer Break and Food Thats inWhen School Is Out! Primary Research Conclusion After conducting our primary research, we found that our focus should be on the children, who are dependent on the financial stability of their parents. There is a direct correlation to adult unemployment and childhood hunger, as many parents are forced to choose between food and other necessities like rent/mortgage, heat, transportation and medicine (See Situation Analysis). But unemployed adults arent the only ones struggling to provide for their families. Many of the families the GCFD serves has one or more working adults who are challenged by the rising costs of gas, food and other necessities, leaving them in need of additional assistance. Because children have the opportunity to get free or reduced breakfast and lunch during the school year, we decided to focus our efforts on the time where this convenience is unavailable, the summer. As discussed in the Executive Summary, the Summer Food Service Program allows children to get a free, hot meal during the summer when food may be scare in their homes. It also provides them with fun and educational activities throughout the day to keep their minds active and their bodies healthy.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Secondary Research (Demographics)

Of the eight priority communities identified by the 2006 Cook County Unmet Need Study, we sought to determine the areas that would be most effective to target. Knowing that the demographic of current users throughout the county is 64 percent non-Hispanic Black and 21 percent Latino or Hispanic, we sought to select the areas that reflected this racial makeup. We also sought to determine the area that had children living in the households and where most households were at or below the poverty line, which indicates they could use food assistance. Lastly, we identified the areas that had existing Kid Caf locations. Our research led us to the 60651 zip code, which consists of Austin and Humboldt Park, two areas featured in the Unmet Need Study. The 60651 zip code has an average resident age of 26.6 years, which is eight years younger than the Illinois median age (CityData). The area is made up of a younger population and there is an emphasis on the family unit. eight percent of residents in this zip code have incomes below the poverty line (City Data) and African Americans make up the majority of the zip codes population (70.6 percent) while Hispanics make up 26.8 percent of the population (U.S. Census Bureau).

The average household size is 3.6 people, which is one person higher than the Illinois average household size (City-Data). The majority (56 percent) of people in the 60651 zip code are renters (City-Data). Since 2006, the median price of homes has dropped drastically from the average price of $240,000 in 2006 to under $60,000 in 2009 (City-Data). This drastic decline has made the area a risky venture for real estate investments, therefore having an effect on community development and employment.

The percentage of family households is high in the zip code, coming in at 81.2 percent. This is 13 percent higher than the Illinois percentage of family households (City-Data). Twenty-

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Secondary Research (Demographics)

In the 60651 area, the most popular mode of transportation to travel to work is driving alone (54 percent), followed by the bus (19 percent), carpooling (18 percent) and finally by the subway (3 percent)(City-Data). grandchildren, 2,137 brothers or sisters, 992 parents, 3,954 other relatives and 3,389 non-relatives. There are 8,717 married couples with children. The size of family households varies: 3,561 with two people 3,988 with three people 3,675 with four people 2,735 with five people 1,684 with six people and 1,867 with seven or more people Demographics Conclusions The low education levels in the area need to be considered as we create our campaign. Only 28.2 percent of individuals over twenty-five years of age have attained a high school diploma (U.S. Census Bureau). We should also keep in mind the heavy presence of youth in the community and the emphasis on the family unit. The high percentage of family households will help us get the message out because if we reach one individual in the family unit, that person is likely to tell another family member or friend about the Summer Food Service Program. If a parent has to work during the day and does not have food at home, they can inform their children about the program and tell them to get lunch at a Summer Food Service site. In the 60651 area code there are three Summer Food Service Program sites: The Kelly Hall YMCA, Association House and The West Side Health Authority.

Only 56.4 percent of the population over the age of 16 is in the labor force (U.S. Census Bureau). Individuals in this zip code see little point in spending money on technology beyond the basics. (Nielsen). They will watch broadcast television that is free and listen to the radio (Nielsen). The 60651 population is an average user of the Internet, but they tend to use dial-up for accessing it. This population uses cell phones that are either prepaid or have fewer than 300 anytime minutes (Nielsen). Due to the low average household income of $39,620, the 60651 zip code is usually the last to adapt to new technology since they cannot afford high tech goods when they are first released (City-Data and Nielsen).
Households in 60651 include 7,871 spouses, 30,135 children (27,871 natural, 1,135 adopted, 1,129 stepchildren), 6,593

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Secondary Research (Demographics)

Likewise, many young people are often left in charge of feeding themselves and their siblings while their parents are at work. Reaching out directly to the youth could also increase awareness of the Summer Food Service Program. We know that the majority of adults travel to work in a car alone. And based on the low-income average ($39,620), we can infer that most cars will not have new technology such as iPod docks or Bluetooth. Many will listen to the radio on their commute to work, since the median commute time is 39 minutes (U.S. Census Bureau). Taking this into consideration, radio bites will be an effective way to reach working people who drive to work in this area. Specifically, radio bites should be played on stations the 60651 population tunes in to. The 60651 zip code listens to radio stations that play oldies, gospel and urban contemporary music (Nielsen). In Chicago these radio stations include WCKG 107.5, WVAZ 102.7 and WSRB 106.3 (Radio Black). These stations tend to have a high number of African American listeners. Another popular way to commute to work in this community is the bus. The buses that run into the 60651 area include the 91 Austin, 126 Jackson, 66 Chicago-OWL, 70 Division, 7 Harrison, and 85 Central (Chicago Transit Authority). The bus provides us with many options on how to display our ads including the inside and outside of buses and bus shelters. Bus riders are given something to read or look at while on their journey. Because only three percent of this zip code commute by subway, this would not be an effective platform for an advertisement. Although the majority of the population is African American, we should also consider the Hispanic population when creating bus advertisements. Print ads should also be displayed in Spanish to help reach the Hispanic population. Radio bites can be played on Hispanic radio stations and if needed translated to Spanish. The 60651 population are average users of the Internet (Nielsen). Much of the younger population uses their cell phones to access the Internet (Nielsen). Having an updated website will allow parents and children to access information about the Summer Food Service Program. The GCFDs website is a wealth of knowledge and is very easy to navigate through. Considering that some people in this zip code might not have experience with the Internet, their easy to navigate website is essential to getting the message out. The 60651 population watches broadcast television as opposed to subscription based programming. The fragmentation in television viewership makes it difficult to use as an effective communication channel. Further, the high expense of television ads makes it difficult for non-profit organizations to afford. For the 60651 zip code, radio bites, community outreach and CTA bus advertisements are the most effective ways to increase awareness and participation. Reaching the Humboldt Park and Austin communities will help in increasing the GCFDs coverage in the priority communities and help raise awareness for the Summer Food Service Program.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Secondary Research (Psychographics)

According to mybestsegments.com, individuals in the 55 and under segment read ethnic magazines such as Ebony and Essence and watch Black Entertainment Television. The site also says that individuals in this segment own vans and will travel domestically by bus. almost a quarter of the residents being foreign born, the education levels of this segment are low, with only some of the population going to college. MyBestSegments.com lists the group as CVS shoppers who read Seventeen Magazine, purchase Spanish/Latin music and drive Volkswagen GLIs.

Individuals in the same segment, under age 35, have job uncertainty and low education levels (Mybestsegments.com). Despite there career and education troubles, mybestsegments.com lists this age group as being regular shoppers at The Gap. They also enjoy going to the movies, reading Hispanic magazines and watching Noticiero Telemundo, a Spanish television network (Mybestsegments.com).

Individuals who are 55 and above are classified as Lower to Middle Class (Mybestsegments.com ). This group is typically high school educated, living in older neighborhoods and retired. This segment is listed as reading ethnic magazines as well and, instead of traveling by bus, they travel by railroad. This empty nesting segment is known to shop at Macys and own Chrysler PT Cruisers (Mybestsegments.com).

The second age group under 55, (35-54) represents a large group of first-generation Americans who are striving to improve their lower-middle-class status (Mybestsegments.com). With

Finally, individuals who are 65 years of age and older are listed as being downscale retirees who have lived in their older homes and duplexes for many years.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Secondary Research (Psychographics)

A third of this population is African American and Hispanic and living on fixed incomes, as many are widows or widowers. This population segment is listed as owning Chrysler 300s. Mybestsegments.com states that this group likes to gamble and watch the NAACP Image Awards. They order their medications from drugstores and read Catholic Digest magazines.
Since a high concentration of the individuals in this area code are African American and Hispanic, music choices will more than likely vary from Latino music to Hip-Hop, R&B and Gospel music for older residents. If this is true, the decided markets could be targeted on specific ethnic music and television stations. The site does not list any major grocery shopping stores this segment utilizes, but based on their income levels, one could guess that the segment utilizes low price stores such as Aldies or Save-A-Lot. There is even a Wal-Mart store in the area. The site does not mention anything about this segments religious practices, however, typically in minority communities, churches are abundant and often seen as a driving force in the community. In fact, according to a publication by the Pew Forum, nearly eight-in-ten African-Americans (79%) say religion is very important in their lives, compared with 56% among all U.S. adults (Citation). The site continues to state that Latinos also report affiliating with a religion at a similarly high rate of 85%; among the public overall, 83% are affiliated with a religion (Citation). Understanding the religious practices of our chosen target market could help us reach out to more community programs with a potential advertising campaign for our target market, especially with children living with their grandparents. This includes all religious documents/mailers and Sunday morning television broadcasts. Other community programs/facilities to consider would be any local after school recreational facility for children that is not a school already involved in the GCFD. Seeing as how the younger segment of 35 years and below have most of the money troubles, according to mybestsegments.com, one could assume that the 55 and up age group is still apart of the child raising process, only now they are raising their grandchildren. According to AARP, in the united states, More than six million children - approximately 1 in 12 are living in households headed by grandparents or other relatives. In many of these homes, grandparents and other relatives are taking on primary responsibility for the childrens needs. Often they assume this responsibility without either of the childs parents present in the home(Citation). In Illinois

In addition to general grocery stores, there will likely be a series of immigrant run mom and pop stores in the neighborhood. Although Macys and The Gap are listed by the site, this neighborhood has a few low-priced retail stores as well, such as Marshalls, AJ Wright, Payless, Burlington Coat Factory and Old Navy. Knowing the primary shopping outlets for food and clothing will help us determine the key stores to advertise in and/or around.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Secondary Research (Psychographics)

specifically, 6.6% of all children in the state live with their grandparents more than half of which have no parent present. 41% of this group is African American Grandparents, and 16% are Hispanic/Latino. 76% are under the age of 60 and 12% live in poverty (Citation). Ad campaigns targeting the grandparents could definitely benefit the goal of increasing awareness and attendance in the GCFDs summer food program, especially if the parents of the children are hardly around. Finally, it appears that the older the people are in this segment, the more they are able to afford their own houses and cars, meaning that many young parents and children are utilizing public transportation. Therefore, a public transportation campaign targeting the age market of 35 and below could be a possibility. Psychographic Conclusion Additional research found that the 60651 area code watched broadcast television as opposed to subscription based programming (Nielsen). After this finding it was concluded that marketing efforts would be better spent outside of television media, as the reach to our target audience would be minimal and have little impact on our business goal. Additionally, focusing on magazine print ads would have little effect on our target audience as most magazines are published monthly and on a national scale. If magazines were targeted, it would have to be local weekly publications that were free, and/or minority focused. However, local magazine subscriptions were not a part of our secondary research findings, therefore magazines will not be used as a communication tool. We did find, however, that due to the amount of time the population spend commuting to work via car or CTA, that reaching them during their commute would more than likely be our best option. Therefore, we concluded that having a radio or CTA bus and bus shelter campaign would benefit the mission of our business objects the most. Additionally, establishing a local presence in the neighborhood through schools, churches and community groups. would help create a strong local reputation with the 60651 area code.

Summary of Secondary Research

The secondary research helped group four to paint a picture of the 60651 population. Through the research we determined which media outlets would be appropriate or inappropriate vehicles to reach our target audience. The following is a summary of what we found:
Demographics: The 60651 population is a young population. The 60651 population is made up of a majority of African Americans and a minority of Hispanics. The family household percentage is high in the 60651 area and the average household size is higher than the Illinois average. 28 percent of the 60651 population has incomes below the poverty line. Majority of the 60651 zip code are renters. The median price of households has dropped drastically making this area a risky venture for real estate investment and has had an effect on community development and employment. The majority of people drive to work alone or take the bus to work. Average commute time to work is 39 minutes. The 60651 zip code listens to radio stations that play urban contemporary, oldies and gospel. Only 56.4 percent of the population is in the labor force. The 60651 zip code use their cell phones or dial up to access the internet. Due to the low household income average this zip code is the last to adapt to new technology. There are 30,135 children in the 60651 zip code. Only 28.2 percent of people over 25 have attained their high school diploma.

Psychographics: 35 years of age and under People in this age group have job uncertainty and low education levels. This age group are regular shoppers at the Gap. This age group enjoys going to the movies, reading Hispanic magazines and watching Spanish Television Network.
35-55 years of age This age group likes to read ethnic magazines such as Ebony. This age group travels by bus. This age group includes a large group of first-generation Americans who are striving to improve their lower-middle class status. This age group shops at CVS, reads Seventeen Magazine and purchase Spanish/Latin music.

55-65 years of age This age group is typically high school educated, living in older neighborhoods and retired. This empty nesting segment is known to shop at Macys.
65 years of age and above This age group is listed as being downscale retirees who have lived in their home for many years. This age group lives on fixed incomes since many are widows or widowers. This age group likes to gamble and read Catholic Digest Magazine.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Summary of Secondary Research

Stores the 60651 zip code likes to shop at: Aldi, Save a Lot Food Stores, Walmart, Marshalls, Payless Shoe source and Old Navy Religious Affiliation: Typically in minority communities churches are abundant and a driving force in the community. The primary religion of African Americans is Christian and the nine churches in the 60651 area are all Christian Churches. From the research above we found that the younger population has the most money troubles. The older the population the more they are able to afford their houses and cars. Many young parents will utilize the CTA in this area making a print campaign on the CTA an appropriate media vehicle to reaching the parents directly. We found that in this community many grandparents would be in charge of the child raising process for their grandchildren. We think that raising awareness in the older generation could also benefit the ad campaign. Radio is a good medium for reaching the younger and the older population. Lastly, the research we found on religion led us to incorporate churches in our community outreach strategy and use the strong community ties of this minority community to raise awareness for the Summer Food Service Program. Additionally we found a primary and secondary target audience for the advertising campaign. Our main focus will be on the primary target audience but the secondary target will be addressed as well. Primary Target Audience: Parents and Guardians: 22-40 years of age African American and Hispanic Low education levels High job instability Secondary Target Audience: Grandparents, siblings and family friends Siblings: 13-24 years of age African American and Hispanic Many are still in school, or have dropped out Will more than likely have the same income/job characteristics as the parents and guardians Grandparents and family friends: 25-75 years of age African American and Hispanic Moderate education More job certainty, many are retirees or widows/widowers First generation Americans who support their families

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Problems and Opportunities for the Brand

SWOT Analysis Strengths: The GCFD has a very strong reputation in the Chicago land area as well as a concrete list of partners and donors. It has a track record of successful programs within the community including its Mobil Food Delivery Program. The organization also has progressive outreach methods including a thorough social media campaign. Opportunities: Because the GCFD is so well established in the Chicagoland area, the opportunity to become a national organization is very viable. Secondly, even if the organization remains local, it has a very unique opportunity of fulfilling its mission on alleviating childhood and adult hunger almost completely.

Weaknessess: A potential weakness of the GCFD is its reliance on volunteers, donors and partnerships. This reliance makes the stability of the organization vulnerable with regard to donations, program sustainability and community sponsorships. Additionally, the member agencies that rely on them become susceptible to the same vulnerabilities.

Threats: The economy presents a constant threat to the stability of the GCFD. If the economy is down the organization could face a loss in donations and volunteers.

Stated Business Problem: While the Kids Caf during the school year maintains positive attendance numbers, the GCFDs Summer Food Program for kids is unable to maintain the same positive attendance numbers. Stated Business Solution: Increase the number of attendees by creating an awareness campaign targeting the same target audience in multiple ways.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Brief
Why are we advertising? Due to the recent economic downturn, childhood hunger has become an acute issue. While there has been an increase in the amount of people using GCFD services especially first time users the GCFD reports that childhood hunger remains an issue. The GCFD has implemented programs to ensure kids have a place to get a meal if they need it. The Summer Food Service Program provides meals to kids during the summer. Advertising for the Summer Food Service Program will reach and inform parents and guardians about the resources they can use in their community to keep their children nourished and healthy. What is the advertising trying to do? This advertising campaign will increase awareness of the Summer Food Service Program within the 60651 zip code. The ultimate goal of increasing awareness is to increase the attendance at the Summer Food Service Program. Who are we talking to? Our primary target is the parents and guardians of potential Summer Food Service Program participants in the 60651 neighborhood. We hope to increase awareness among parents and guardians by creating a call to action to utilize the Summer Food Service Program. Our secondary target is the extended family, siblings and family friends of potential Summer Food Service participants in the 60651 zip code. If a member of the secondary target is aware of the program and knows a child who could use a meal, we want them to feel inclined to utilize the Summer Food Service Program. What do we know about them that will help us? Drive or ride the bus to work Majority of population African American Minority of population Hispanic 60651 population is younger Have basic broadcast TV Listen to urban contemporary, oldies and gospel radio stations Use phone or dial up to access the Internet Have close ties to religious institutions. What are the main thought we need to communicate? Two main thoughts: 1. Inform and engage the targets about the Summer Food Service program including what the program provides, how they can help and where to find more information. 2. A call to action to break the cycle of poverty. action to Feed the Future. A call to

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Strategy
Objective: Increase awareness of the GCFDs Summer Food Program with the potential to increase participation in the future.
Strategy: Raise awareness of the GCFDs Summer Food Program by offering information on the benefits in a multitude of venues through several mediums. Strategic Model: The overall campaign is structured to provide as much information as possible to the key individuals who make the purchasing decisions in their households or, in this case, the guardians. We decided that the way to make the largest impact on guardians was to advertise to them while they were doing everyday tasks such as driving or taking a bus to work, going to church and taking their children to school. We then developed a strategic model to demonstrate our key target areas. The two main areas of concentration are Media and Community Outreach. While Radio and print ads will encompass our Media portion, Community Outreach will include all of our grass roots and direct marketing efforts.

Media CTA: While many members of our target market take their own cars to work, another large percentage of the target audience uses public transportation. Therefore a campaign centered around this particular segment will take place in, on and around Chicago Transit Authority Buses. Radio: Due to the large number of commuters and carpoolers in this population segment, radio will be utilized to target parents and guardians who have commute to work or school via their car radio stations.
Community Outreach Community Events: Fun, entertaining, youth friendly events will be created with the intention of garnering attention from members of the community in order to spread awareness of the program benefits. Educational Partnerships: Teachers and educators will be incorporated to inform and assist families with further information about the Summer Food Service Program and its benefits. Religious Affiliation Partnerships: Neighborhood churches will serve as additional resource locations for information on Childhood Hunger as well as the Summer Food Service Program. Neighborhood Partnerships: Neighborhood block captains will be put on the ground to assist with the grassroots portion of the campaign. This portion of the campaign will incorporate our direct marketing strategy.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Strategy (Continued)

Tone and Creative Summary: Appeal to target audience by using diverse images and sound bites of young children to evoke emotion out of the viewer. Most of the campaign mediums will project feelings of happiness and a sense of caring from the guardians with the intention of them wanting to evoke the same feelings in the children they provide for. The happiness side of the campaign will let the guardian(s) know they can make their children happy by utilizing the GCFDs Summer Food Program to nourish them. In summary, feeding children makes them happy. Happy children create happy guardians. The emotional side of the campaign will try to create a sense of empathy instead of deep sadness. While direct sadness may make the target audience feel guilty and ashamed about their current financial situation, creating a campaign that evokes empathy while establishing non-guilt would help the cause of the campaign more positively. The campaign will be serious in tone in order to properly convey the seriousness of childhood hunger and the importance of ending it. Viewers should be able to walk away with an emotional response to the advertisement they have either heard or seen and feel inspired to take action.
February

Based on the images, these campaigns are probably most effective in appealing to donors or volunteers. Knowing we are trying to reach a different audience, we sought to create a different looking campaign that evokes emotion through using happy children as our primary visual. We also set a few creative requirements of our own. We felt it necessary to include the Feed the Future logo and tagline in all print advertisements to make the ads easy to identify and to maintain consistency. We kept consistent placements of the logos and used the same fonts for a cohesive look throughout. We also wanted to use colors that were consistent with the existing GCFD logo, so we chose teal as our primary color. Lastly, it was important that each ad featured the image of a child eating and with a happy expression to confirm our overall tone of happiness and avoid a tone of sadness or shame.
CTA Radio Direct Mail Carniv al

September

Visual Aesthetic Summary: We learned in primary research that the only visual requirement was to include the GCFD logo in all print material. We reviewed previous ad campaigns to see if there were additional visual cues we could build on or incorporate into the Feed the Future campaign. Many previous campaigns, including their recent 30th Anniversary Because of You campaign, featured adults.

Radio CTA Direct Mail Carnival

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

December

November

October

January

August

March

June

April

May

July

Creative Execution (Print Media-CTA)

Print Media Objective Our objective is to create the awareness for the Summer Food Program by targeting parents/guardians of potential participants in 60651 zip code. Print Media Strategy We want to arise awareness through a CTA campaign to reach commuters, people that spend a lot of time on the public transportations. We decided to use an emotional approach to grab the attention and then briefly provide our target basic information about the Service. Print Media Tactics We decided to advertise on CTA based on the fact that, according to our secondary research, a good percentage of the people in the 60651 zip code commute for a long time to and from work and do not have a car. We decided to use interior bus cards and billboards located at the bus shelter. The average bus rider travels five or more days per week and his repetitive exposure can positively impact the recall of the advertisement. Interior bus cards can be customized in different shape and get the advertisement across to a captive audience. Bus shelters provide extended exposure to pedestrians, bus riders and motorists that go through the area. We identifies the routes of the buses of the area and decided to focus on them (1 Austin, 126 Jackson, 66 Chicago-OWL, 70 Division, 7 Harrison and 85 Central). As only few people take the subway we discard the hypothesis of advertising there. Timing The CTA advertising campaign should run for few months starting late in the spring and ending the last week of summer since we want to reach the target audience for all the period the program is in place and inform them with the right advance. Schedule
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
X X X X

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Print Media-CTA)

Creativity We decided to have a photo of a child and a short body copy that can quickly explain the program provided. We selected photos of happy and smiling babies/kids while they are eating in order to grab attention and, at the same time, connect the meal with a happy moment of the day. We chose AfricanAmerican or Hispanic children as we want the people to identify their kids with them. We chose to be very concise in the body as in a bus there is general over thirty feet of advertising space (CTA media kit). We decided to translate the advertisement in Spanish in order to reach the Hispanic community in a better, more direct way.
The headline The expression of a full stomach wants to grab the attention about child hunger in a positive way, we dont want to scared people or make them feel sad, but remind them how happy is a kid when he/she eats. The two words full stomach should clash with the real situation of our target and therefore attract the attention. The headline has the same color of the logo Feed the future in order to make a connection. In the body copy we decided to put basic information: what we can offer and how you can get more information to be involved. We posted the phone number as it is made of words easy to remember, and the website since many people in the target access to internet by mobile. The words used are easy and go straight to the information we want to come across since we dont have a high educated target. The logo Feed the future must be in all advertisements in order to make them easy to spot and create a common thread to connect all the different communication activities.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service
Program provides your children with the food they need.

Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.
Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.

Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.

Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.

Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.
Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service

Program provides your children with the food they need.

Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.
Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service Program provides your children with the food they need.
Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

The expression of a full stomach

The Summer Food Service
Program provides your children with the food they need.

Call 773-Feed-Kid or visit www.chicagosfoodbank.org for information

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Radio)

Radio Commercial: FEED The Future (African American Target) Marcus: An 11-year-old African American boy Mom: A younger (26-36 years of age) African American woman ANNCER 1: Older male inviting voice (like Morgan Freeman) ANNCER 2: Female, motherly sounding voice SFX: Marcus and his Mom are on a walk. Background noise: sounds of outside: -Kids playing in a nearby park -Birds chirping -Cars driving by -The sound of walking-foot steps Marcus: Mom, what color is the sky? Mom: Oh Marcus you know the answer to that silly! SFX: The faint sound of Marcus giggle Mom continues: The sky is blue Marcus: What is that red and white sign used for? Mom: Well Marcus, thats a stop sign for drivers. That tells them where to stop. Marcus: Whos that man wearing all blue? Mom: Thats the mailman Marcus. Thats who delivers our mail. Marcus: What are we having for dinner tonight Mom? SFX: Silence for 3 seconds ANNCER 1: If you cant answer this question for your child think about sending them to the Greater Chicago Food Depositorys Summer Food Service Program. The program provides meals to kids during the summer months so they can take full advantage of their summer vacation with their peers. Please, dont let a child go hungry, tell them about The Summer Food Service Program and encourage them to come. Find out the locations and times of the program at the Greater Chicago Food Depositorys website or call 773-FEED-KID. SFX: Outside noise still faintly there. ANNCER 2: With your help we can FEED the Future Brought to you by the Greater Chicago Food Depository

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Radio continued)

Radio Objective Our objective is to increase awareness for the Summer Food Service Program by reaching the parents/guardians of potential Summer Food Service Program participants in the 60651 zip code via usage of the radio.
Radio Strategy We hope to raise awareness through a radio campaign that uses the stations our target audience listens to. The emotional impact of the radio commercial will create awareness and influence listeners to tell children about the Summer Food Service Program. Radio Tactic Why Radio? Radio commercials were chosen based on the secondary research we gathered. Parents/guardians of potential Summer Food Service Program participants in the 60651 zip code are the target we want to reach. Through psychographic research we found that the target audience in the 60651 area listens to radio stations that play oldies, gospel and urban contemporary music (Nielsen). In Chicago radio stations that play this type of music include WGCI 107.5, WVAZ 102.7 and WSRB 106.3 (Radio Black). Secondary research showed commute times to work are long (average 39 minutes) and 54 percent of people in the area traveled to work by driving by ones self (City-Data). Due to the low household income ($39,620) in this area the cars people drive do not have new technologies such as I pod docks or CD players (City-Data). Due to the findings, we concluded radio commercials to be an effective way of reaching the target audience. We will buy media time on 107.5 WGCI to play the FEED The Future commercial that will target the 60651 parents.

Timing Through research, we found that 56.4 percent of the 60651 population is in the labor force (U.S. Census Bureau). During the summer, kids are out of school and some parents have to work during the day. We will buy media time during the morning and afternoon commutes to play the Feed The Future radio commercial. Playing the Feed the Future commercial during these times will reach parents who work or run errands during the day and have children who need a meal. We will also run the commercial on Sunday mornings when WGCI 107.5 play gospel music in the morning. This will reach our secondary target audience who are older and enjoys listening to gospel music. The radio bites will run from May 1st through August 1st. Running the commercial during these months will garner the greatest effect on the participation of the Summer Food Service Program. If the radio commercials were to run in January it is likely people would forget about the program when summer time comes and therefore the parents would not send their children to the program. Having the radio commercial run a month before school lets out and during the early summer months will ensure parents and participants know about the program when it is in effect.
Radio Commercial Times Morning Drive 6a.m.-10a.m. Afternoon Drive 3p.m.-7p.m. Sundays Gospel mornings Schedule
Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Radio continued)

Why WGCI 107.5? On the WGCI website there were many factors that pointed to this station being a good match for our organization and program. On the Events section of their website, there was a Community section. In this section was an area focused on Feed The Hungry. This area stated the following: Feed The Hungry Are you looking for opportunities to help others? If so, WGCI would like to tell you about one of the many great organizations that is making a difference in Chicagoland. Feeding America helps support the needs of local food banks who are serving children, seniors and families throughout the WGCI listening area. If you would like to donate, volunteer, or if you need assistance, please visit http://www.feedingamerica.org/ for more information. (WGCI 107.5) This was a good sign for our ad campaign and reinforced WGCI being an appropriate vehicle to reach our target audience. The Greater Chicago Food Depository is part of Feeding America so this was a direct link to our organization. Another good sign was the ads at the bottom of the WGCI website home page. The ads were for coupons such as grocery coupons and baby coupons. This shows that the advertisers are targeting parents who have children and may have financial troubles. When you enter the website there are images of African American young adults all over the home page. Our primary target audience would be in the young adult category. Reaching the right target audience is the most important part of choosing an appropriate media vehicle. From looking at the WGCI website and listening to the station I think we will reach African American young parents during the week and older African Americans (grandparents/extended family) on Sundays who could benefit from the awareness about the Summer Food Service Program.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Radio continued)

Hispanic Population Although the majority of the 60651 zip code is African American there is a large population of Hispanic people in the community. We hope to reach the Hispanic population by playing a modified radio commercial that will be partially in Spanish on a Spanish radio Station. We chose WPPN 106.7 to play the Hispanic version of the FEED the Future commercial.
The following is the modified radio commercial to target the Hispanic population in the 60651 zip code Radio Commercial: Radio Commercial: FEED The Future (Hispanic Target) Diego: An 11-year-old Hispanic boy Mama: A younger (26-36 years of age) Hispanic woman ANNCER 1: Older male inviting voice ANNCER 2: Female motherly sounding voice SFX: Diego and his Mama are on a walk. Background noise: sounds of outside: -Kids playing in a nearby park -Birds chirping -Cars driving by -The sound of walking-foot steps Diego: Mama, what color is the sky? Mama: Oh Diego, you know the answer to that, silly! SFX: The faint sound of Diegos giggle Mama continues: The sky is blue.

Diego: What is that red and white sign used for? Mama: Well Diego, thats a stop sign for drivers. That tells them where to stop.
Diego: Whos that man wearing all blue? Mama: Thats the mailman Diego. Thats who delivers our mail. Diego: What are we having for dinner tonight Mama? SFX: Silence for 3 seconds ANNCER 1: Si Ud. quiere ayudar a sus hijos este verano, por qu no acudir al Greater Chicago Food Depository Summer Food Service Program. Este programa provee comida para los nios durante los meses de verano, para que ellos puedan jugar y divertirse con sus compaeros. Por favor no deje que un nio se pase un da con hambre! Infrmeles sobre Greater Chicago Food Depository Summer Food Service Program y anmelos a que asistan. Para informacin sobre lugares y horarios, favor de llamar al: 773-FEED-KID; (773-333-3543). Si Ud. tiene una computadora nuestra pgina web es: www.chicagosfoodbank.org SFX: Outside noise still faintly there.

ANNCER 2: With your help we can FEED the Future Brought to you by the Greater Chicago Food Depository

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Community Outreach)

Community Outreach Objective Our objective is to create awareness of the Summer Food Service Program by targeting both children and parents through community outreach. Community outreach initiatives are common among low income neighborhoods and, we believe, community members will be receptive if they can see the value. An outreach will give the community an opportunity to come together, as well as an opportunity for the GCFD to reach out to the community firsthand. Knowing this community has a higher than average percentage of family households, (81.2 percent) and that there are over 30,000 children in this community, we knew the outreach effort had to be family friendly. Also considering the religious practices of among residents, we wanted like to incorporate the nine churches in the area into the outreach efforts. Community Outreach Strategy Create a grassroots community campaign targeting parents with focus on it being a celebration marking the beginning of summer for children. We feel this method will be effective due to the high concentration of families throughout this community. We assume parents will spread the word to other parents and children will spread the word to other children. Based on the demographic makeup and behavioral insight we have for this community, we will focus on spreading the word through schools and churches. Community Outreach Tactics 1. Utilize educators: Solicit school officials to get their schools & teachers involved in the carnival Request that principals, teachers and other staff volunteer to work the carnival Engage children by hosting an assembly, given by the GCFD, to discuss the carnival as well as discuss the fun activities available during the summer food program. Provide informational flyers for the children to take home to parents recapping the information discussed during the assembly as well as highlighting the summer food program Encourage educators to remind parents of the carnival as well as the summer food program during end of year report card pick up

2. Utilize churches: Place an announcement in the weekly church bulletins announcing the carnival Engage pastors and other church staff to personally spread the word to specific families who are in need

3.

Additional Tactics: Flyers in the three Kids Caf locations Flyers in grocery stores Flyers in post offices Flyers in other government offices (Unemployment office, etc.) Flyers at parks

Schedule
Jan Feb Mar April May June July Aug Sept Oct Nov Dec X X

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Creative Execution (Community Outreach Carnival continued)

Dont let your Child go Hungry If you are concerned with how you will provide food and safe activities for your child this summer, consider sending them to the Summer Food Service Program, sponsored by the Greater Chicago Food Depository. This free and unlimited program is available throughout the summer for children 18 years and under. Visit www.chicagosfoodbank.org or call (773) 247-3663 for information on a site near you.
Church Bulletin Announcement

Flyer

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Direct Marketing
What we Know The households in 60651 include 6,593 with grandchildren (PRIZM) and there is a strong parenting focus (City-Data). There is a strong sense of community and family (City-Data). It is likely that grandparents are at home watching kids while parent are working. In addition, there is a lot of job uncertainty (mybestsegments.com) which could mean that there are parents who are home during the day. Direct Marketing Objective To raise awareness by identifying and recruiting Block Captains who will serve in the role of getting kids in the neighborhood to the Summer Food Service Program on a regular basis.
Direct Marketing Strategy Deploy a three part direct mail campaign to raise awareness and pave the way for a door to door knocking campaign to recruit Block Captains. Direct Marketing Tactics Design and deploy teaser and informative direct mail campaign to define the need and pave the way for the door to door campaign. Three-part mailing, one each in March, April and May. Enlist Alderman Maldonados office as the sponsor of the campaign to legitimize the effort and make it more high profile. Volunteers are trained and conduct a knocking effort to recruit. The goal is to cover the neighborhoods that are within close proximity to the food program site. Pitch and reinforce that a sense of community empowers the efforts of Feed the Future.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Direct Marketing

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Conclusion
Why Did We Advertise? Childhood hunger has remained an issue and has become even more acute as the economic downturn continues. In spite of the resources available through the GCFD, there is lack of awareness. The GCFD has implemented programs to ensure kids have a place to get a meal if they need it. The Summer Food Service Program provides meals to kids during the summer. One of the Chicago neighborhoods with the greatest need is the Humboldt Park/Austin neighborhood. Advertising for the Summer Food Service Program will reach and inform parents and guardians that they have the resources right in their community to avoid having their children go hungry. Why Will it Work? We understand our target audience and what drives them. They have a strong sense of family and a strong sense of community. They are mostly African-American and Hispanic. We have targeted the people who can make a difference, who can break the cycle of poverty. We have used a message that hits them between the eyes. We have effectively used a combination of advertising and grass roots efforts to appeal to their emotion around family and parenting. We raise awareness and, as a result, create a call to action. We know where our target audience goes, we know what they read, we know how they consume. By using public transportation and radio to advertise and reaching out to the community through the carnival and recruitment of Block Captains, we strike a balance between mass advertising and community, grass roots outreach. Feed the Future delivers a powerful and compelling message of community, education and empowerment empowerment to decrease childhood hunger.

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger

Thank You
Campaign provided by Group Four: Keren Lynch Krystal Hughes Whitney Dunlap Fowler Susan Fleming Marzia Castelpietra

Foster communities, Educate Families, Empower Children, Decrease Childhood Hunger