Give Good Campaign
Campaign Strategy, Guerrilla Marketing, Social Media, Experience Design, Editorial Design, & Print | Student Work
A social good campaign to help Cleveland, Ohio citizens who live in food deserts and often rely on hunger programs to have healthier diets. The campaign informs and encourages people to be more cautious about what food they donate and to provide hungry people with nutritious food. Social media, grocery store partnerships, active participation of shoppers, app interaction, and educational material are used to execute the goal.
The idea for the Give Good campaign began when I thought about the issue of poor eating habits and a few of the reasons why some people lack a healthy diet. This led me to consider those who may want to eat healthier, but struggle to get the healthy, nutritious food for various reasons. These reasons include low income, which makes it difficult to afford healthier food, which is often more expensive, and forces them to turn to hunger programs or fast food establishments for their daily meals As well as lack of transportation, which typically is due to the lack of funds to purchase a vehicle. These aspects come together and create what is called a “food desert”, in which the residents have poor diets.
I decided to tackle the Cleveland metropolitan area, as it is a prominent city near my hometown and has several food deserts, which many people don't know about. The main problems I had to solve were:
How do I make people aware of the problem?
How do I persuade them to help those in need?
How do I help individuals purchase and donate better food?
How does that food get to those in need?
And how do I keep people involved?
As for overall design, I gave the campaign a clean, bright, and more modern look. In using the letter G to create a mono-line resemblance of a peach, I aimed to convey a fresh feeling and connect the logo with the first letter of the campaign name, “Give Good”, all while keeping a more clean, abstract look.
In addition, there are 4 categories of shopping lists for individuals to easily purchase the correct food for pregnant women, children, teenagers, and the elderly in need to have a healthier diet. The purchased food is then directly delivered to those in need or is taken to the Give Good headquarters for later distribution.
In the various grocery stores and markets, the Give Good campaign provides baskets dedicated to shopping for those in need. To grab attention of the public, the campaign appears on social media and even has an editorial spread. There is also a handout to inform people about the problem as well as the Give Good campaign and what they do to promote change. The handouts would appear at grocery store counters as well as at the entrance, along with a poster, to catch people’s attention.
