brewed
Hunger Free America & Conagra: Advocating for food insecure families
The New York City Coalition Against Hunger (now Hunger Free America), taught us one million New Yorkers alone live in households without sufficient food.
Working with corporate sponsor ConAgra Foods, Inc. , we designed HungerVolunteer.org to adapt a suite of print publications to the Web and to build an application matching skilled New Yorkers to hunger agencies in need.
With an eye towards national expansion - we designed the site to ask \u201cWho is Hungry in America?\u201d, \u201cHow Can you help?\u201d and to suggest \u201cVolunteer Today\u201d. Taking the \u201cEnding Hunger Through Citizen Service\u201d Initiative and Toolkit as point of departure, this site communicates the myriad ways in which New Yorkers can help support the 1.4 million low-income residents of the city who rely on the city\u2019s 1200 non profit soup kitchens and food pantries for sustenance.
Messaging
Our messaging identifies the different kinds of volunteers drawn to hunger relief and offers encouragement (and volunteer opportunities) specifically for them:
Are you a student looking to volunteer?
Are you a business eager to make a difference?
Our messaging also relies on calls to action such as:
Increase use of child nutrition programs
Grow & distribute farm-fresh food
Raise public awareness
The web-based application increased NYCCAH\u2019s national reach by inviting skilled volunteers to fill the specific needs of their local agencies. It identifies and maps these volunteer opportunities to a nationwide map generated by NYCCAH\u2019s database of food agencies.
We also put a social media outreach strategy in place using Facebook, Twitter and an e-mail campaign to continue to engage volunteers over time.
skills deployed: discovery, information architecture, copywriting, UX design, UI design, database architecture, Drupal, CiviCRM, HTML, CSS, SOLR, social media marketing, administrator training