1 in every 6 children in America experience food insecurity – leading to developmental impairments and affecting kids’ overall ability to reach their full potential. And during the year, many kids rely on the subsidized school lunch. So when summer comes they’re left with one less meal to eat, and their families are given one more thing to worry about. 

In partnership with Facebook, The Ad Council, and Feeding America we transformed a symbol of summer (an ice cream truck) into a beacon of change. Instead of passing out ice cream we visited food banks across the country, going LIVE at each stop – interviewing kids, families, and volunteers. These interviews shared how to get involved with your community food bank. 

Creating a full-funnel national and local presence around one small truck on a big journey to drive down summer hunger. The distribution methodology was robust, to make sure we drove eyeballs and action. LIVE broadcasts went to local markets so they could see where and how to take action. Recap videos were distributed to the previously visited market to show how amazing the day’s activities were. An anthemic hero film, printed collateral, and local new stations segments also aided in the campaign’s success.