Candid Hunger Campaign Wins Non-Profit Top Honors For Creative Strategy and Staggering Results
TAMPA, Fla. April 12, 2017 — In a highly competitive annual award event, Feeding Tampa Bay and its advertising agency of record, ChappellRoberts, were awarded the coveted 2018 Non-Profit Marketer of the Year Award by the American Marketing Association. Judges recognized the emotionally-charged “Don’t Label Hunger” campaign for its creative execution, impressive brand awareness returns, and financial donations.
The campaign goal was to help dispel negative stereotypes about hunger and deliver more meals to the everyday people that go hungry in Tampa Bay every day. The “Don’t Label Hunger” campaign strategy accomplished its goal by connecting target audiences to the candid and real-life stories of people struggling with hunger. The campaign call to action appealed to help feed a neighbor in need with a monthly donation of $6, which feeds an individual for an entire month.
“Our goal was to create an integrated advertising campaign that established an emotional and empathetic connection to our neighbors struggling with hunger,” said Colleen Chappell, President and CEO of ChappellRoberts. “Our success is always measured by the results we deliver for our clients, but the real reward is driving positive change in the lives of others.”
More than 700,000 people in the Tampa Bay area struggle with hunger. These hard-working families, individuals and seniors are many times negatively stereotyped as lazy, burdens to the system and freeloaders. Feeding Tampa Bay works year-round to support those who lack consistent access to food. As the backbone of hunger relief in Tampa Bay, Feeding Tampa Bay wanted its inaugural campaign to call on audiences to put the labels of hunger aside and connect with those who are struggling.
“Don’t Label Hunger initiated a candid and powerful conversation about food insecurity while delivering tremendous returns to Feeding Tampa Bay,” said Thomas Mantz, executive director of Feeding Tampa Bay. “To effectively engage our communities in making a difference for our hungry neighbors, we needed to connect them to our mission.”
This is the third annual Marketer of the Year Celebration and Awards Presentation by the American Marketing Association Tampa Bay (AMA Tampa Bay) chapter. Entries were judged by leaders from the AMA Dallas/Fort Worth chapter and criteria included identifying a business opportunity, developing strategy, executing tactics and measuring results. AMA Tampa Bay is the regions premier professional organization for marketers and is comprised of more than 400 regional marketing experts.
ChappellRoberts drives results through strategic branding, advertising, digital experiences, public relations and marketing. Proudly marking its 40th anniversary, ChappellRoberts is located in Tampa’s historic Ybor City. For more information, go to www.chappellroberts.com.
About Feeding Tampa Bay
Founded in 1982, Feeding Tampa Bay is the largest food rescue and distribution organization in the community, serving a food-insecure population of more than 700,000 people in a 10-county area. Feeding Tampa Bay recovers surplus food donations from local growers, manufacturers, supermarkets, and organized community food drives and distributes it to those in need through a partnership network of more than 500 faith-based and other incorporated nonprofit hunger relief organizations. Over the past five years, Feeding Tampa Bay supplied more than 100 million pounds of food, enough to provide more than 3 million meals every month to those who would otherwise go hungry. www.FeedingTampaBay.org