As Hunger Grows, EMA Creates Campaign for Food Bank of Central New York

A stuffed bear with a hole in its belly is the hero of a new regional ad campaign created for the Food Bank of Central New York by marketing communications firm Eric Mower and Associates (EMA).

“With the need for the Food Bank’s services growing exponentially, we knew we had to design a campaign that would really resonate with people and encourage them to help in any way possible,” explains Tom Merrick, partner and creative director, EMA.

The print ad addresses the fact that for many families, hunger poses a bear of dilemma: Food or rent? Food or medicine for a sick child? But there are ways to help to make sure they don’t have to choose one over the other. The campaign illustrates this with Hunger Bear, a cute, illustrated bear with a hole where his stomach should be. Hunger Bear’s belly can be made full with one of the three things anyone can use to fill the hole left by hunger: food, monetary donations, and volunteering.

In the TV and radio spots, a young girl sings about how all she needs is something in her belly, whether it be a PB&J, hamburger, mac ‘n cheese or even rice pilaf. She carries a stuffed version of Hunger Bear in the TV spot, and searches the community for stuffed “bellies” that represent food, donations, and volunteering. The spot encourages viewers to help the Food Bank fill the hole left by hunger.

To view the creative work, go here.

“Every day, we provide emergency food assistance to those in need. But we can’t win the fight on hunger without support from the local community, therefore we wanted to communicate that there are a number of ways people can help,” says Thomas Slater, executive director, Food Bank of Central New York.

The Food Bank of Central New York serves 11 counties in Central and Northern New York. The 30-second TV spot begins airing this week. The print and radio campaign kicked off last week.

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