Gleaners Food Bank

Gleaners was facing a crisis. The demand for nutritional assistance was growing, and they didn't have enough money to keep up with it. They had been relying on donations received from direct mail solicitations for years. Now they were going to do a full advertising campaign to promote the need during the holiday season. In a crowded marketplace where everybody is asking for money, the idea needed to engage people and get them to care emotionally. This was the second year of advertising, and we raised the same amount of money with a 25% less budget. (click on the images below to enlarge)