Completed with permission from – but with no solicitation or use by – Food Bank for New York City, this exploration in marketing tactics saw the completion of a static advertisement and radio spot. The static ads, in particular, are the result of multiple attempts at constructing convincing copywriting paired with moving imagery.
About this project
A 2007 Public Agenda study found that 76 percent of those living in New York City are under the assumption that the impoverished and displaced are in such a situation due to lacking motivation or ability. This same study shows that more than three-quarters of New Yorkers have little confidence that non-profit organizations are capable of producing expected results with the funds donated. This advertising campaign—of which this static ad is one sample—is designed to combat the public’s misunderstandings regarding New York City’s underprivileged while increasing the public's empathy for this underrepresented population.
