Overview

Problem

Between 2.3 and 3.5 million people in poverty are at risk for health issues related to malnutrition. 720,000 of those people are children. Through our research we identified that there are many food banks in the Lynchburg area that seek to feed the homeless, however not enough emphasis is put on providing foods that are actually nutritious.

Solution

Our goal of this campaign is to help families of lower socio-economic status that do not have access to healthy fresh foods, which leads to malnutrition and a wide range of health-related issues.

Target audience

For the campaign are middle aged mothers with young children, since they have the finances to donate and are the most empathetic because of their own kids. They live in Lynchburg, and primarily shop at more upscale grocery stores like Fresh Market or Kroger.

With this information, we created cardboard cutouts to put in various grocery stores and strategically placed them in the healthy produce sections to show the children reaching for healthy food, with the words “for me, healthy food is unaffordable, unavailable, and unreachable.” We placed a QR code on each cutout to lead the audience to the link to donate money to the Blue Ridge Food Bank. Doing this ensures that the money is being used in the right way to purchase the fresh food.

Theodora Trandafir // Dyson Biagas // Arabelle Burke // Julia Givens // Anna Horner