FoodBank Save the Date

Invitations usually ask for an hour or two of your time.

This one asked for your entire day.

We were creating an invitation to a FoodBank fundraiser and wondered if the invite itself could give people the tiniest glimpse into what hunger actually feels like.

So when recipients accepted, it blocked out their calendar for the entire day. Because when you’re hungry, it’s often the only thing you can think about.

We’d also come across research showing that people can still read words if the first and last letters stay in place, even when everything in the middle is scrambled. It just takes more brainpower. It felt like a powerful way to show how your mind works when you’re hungry, so the invitation itself became part of the message.

I’ll (hopefully) never understand what true hunger is. But this campaign showed me how a visual device can illustrate an impactful point.