feeding tampa bay

Strategic Plan Event Handout

Feeding Tampa Bay is the authority on hunger relief in the 10-county region they serve. As part of an extraordinary plan to become a hunger-free community by 2025, Feeding Tampa Bay presented their strategic pillars to achieve that goal to share with Tampa’s most influential leaders and partners.

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Check out the making-of here.

Don’t label hunger 2.0

What: The original “Don’t Label Hunger” campaign confronted people’s perceptions of how hunger looks by telling the true stories of hungry neighbors in Tampa Bay. As the campaign evolved, so did the label, becoming “A label no one deserves”.

Back to school print ad in Tampa Bay ParentingA lunch box. It may seem small, but to a child, it’s everything. While its absence signals the loss of a small piece of childhood, what many don’t see is the most important thing that’s missing: a health… — Back to school print ad in Tampa Bay Parenting
A lunch box. It may seem small, but to a child, it’s everything. While its absence signals the loss of a small piece of childhood, what many don’t see is the most important thing that’s missing: a healthy and nutritious meal. Every day, hundreds of thousands of children in our community are quietly struggling with this void. Their stories are often overlooked but are vital to understanding hunger in Tampa Bay.

Half page print ad in Tampa Bay Times“Sometimes when we eat dinner, Mommy doesn’t have any. She says she’s not hungry. I think that’s weird because I’m always hungry” — Nani, 6Every day, hundreds of thousands of children like Nani deal with hunger t… — Half page print ad in Tampa Bay Times
“Sometimes when we eat dinner, Mommy doesn’t have any. She says she’s not hungry. I think that’s weird because I’m always hungry” — Nani, 6
Every day, hundreds of thousands of children like Nani deal with hunger they can’t understand. While they are quietly struggling with this void, their stories are often overlooked but they are vital to understanding hunger in Tampa Bay.

How: Market research indicated that our audiences responded to donation messaging more often when children were featured. So our campaign centers around local Tampa Bay children, and their families. Their struggles with hunger create somber, yet compelling stories that illuminate the need Feeding Tampa Bay fills in our community.

Results:

In-app Video:

Engaged 3x more than industry average (1.9% vs 0.5%).
98% Completion Rate (27% higher than industry standard 77%).

Banner Ads:

Impressions: 1,814,976
Clicks: 5,160
Prospecting CTR: 0.26%
Retargeting CTR: 0.33%

Outdoor Boards:

1.75+M Impressions