Food waste

Feeding America “I Am Hunger in America”
CASE STUDY

Leo Burnett US

result

To date, our campaign has driven a significant adjustment on how Americans view this issue. More specifically, we’ve seen a 49% change in perception and a 53% increase in intent to donate.

To show Americans hunger looks more familiar than they think, Feeding America, a network of 200 foodbanks, used Data and Artificial Intelligence to create an unbiased visualization of it.

A single face to represent 40 million Americans. The face of hunger in America.

To unveil the face, we started with a government study on food security, which gave us detailed demographic data on the issue.

Then we curated 28,000 photos of Americans struggling with hunger to match the data from the study.

Lastly, these images were used train a GAN, a form of AI that learned from these images to generate a one that didn't exist before: The first data-driven visualization of the issue.

Using a never before done compositing technique, we brought this image to life in a 60-second film, so it could tell the stories of real people struggling with hunger.

An integrated campaign followed, including an educational website that helped Americans recognize the issue and encouraged them to donate.

 

Our TV, online video, OOH and print executions ran nationally. And at a more localized level, we created OOH bus shelters, wild postings, and work for specific food banks and communities.

In social channels, we encouraged people to spread the word by sharing our video within their circle.

Altogether the ‘I Am Hunger in America’ campaign achieved a large impact, helping not only create awareness of the issue, but also driving change in the perceptions that Americans have of hunger in their own country.

To date, our campaign has driven a significant adjustment on how Americans view this issue. More specifically, we’ve seen a 49% change in perception and a 53% increase in intent to donate.


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