CAMPAIGN
We are City Harvest
CITY HARVEST | Honoring Food + People
https://www.cityharvest.org
"One of the most durable of advertising techniques is the testimonial: someone speaks for the product." —George Felton
City Harvest is a non-profit organization in New York City that has pioneered practical usage of excess food since 1982. Their bold goal is to end hunger in communities throughout New York City utilizing creative approaches such as food rescue, distribution, and education. Many people simply do not have access to food. Additionally, access to healthy and affordable food is a struggle that many New Yorkers experience on a consistent basis. In New York City, nearly 1.4 Million people struggle to put food on their table all the while there are 55 million pounds of excess pounds of excess food each year (City Harvest, n.d.).
City Harvest seeks to alleviate the immediate and long-term needs for those who do not have access to healthy and affordable food by providing fruits and vegetables in their Mobile Market, providing free pick-up and delivery of excess food donations to the local soup kitchens, in addition to working with vendors and food retailers to help increase their ability to provide and sell healthy food to their consumers. City Harvest also provides educational services about the basics of nutrition and how to shop for and prepare healthy meals on a budget. By providing food, product, resources, and education, City Harvest reduces the environmental impact that is created by having excess food go to waste.
DESIGN CONSIDERATIONS
Headline: Cochin Bold | Subhead: Cochin Regular | Copy: Minion Pro Medium
Donor: The image of the chef is being used because the chef is interacting with City Harvest recipients through donation and volunteering to teach nutritional classes. In addition, the chef also serves on City Harvest’s Food Council. A chef in the campaign can reach out to other food industry chefs and owners and encourage donation.
Donor: A local juice bar owner is also used as a donor to show that even small businesses can have a large impact on helping, the donation is not limited to larger restaurants or grocery stores.
Donor: All of our foods starts with farmers. Farmers, commercial or personal, have food that they cannot cosmetically sell or they have an abundance. Farmers can also participate and donate. The donors add shows that anyone can be a donor.
Recipient: The campaign involves mother and daughter recipients of City Harvest. Using images of a mother and daughter shows people exactly who they are helping and helps to gather compassion for those reading the ad. By using recipients who say they live in the neighborhood City Harvest is helping, then people are more willing to realize that City Harvest truly cares about them and can relate to their stories and struggles. In a way, City Harvest also becomes more transparent to donors because they know it is everyday people doing good deeds and not a corporation that takes half of the profits.
Volunteer: The volunteer is explaining that they are dedicated to the cost because they see the work that is being. The image of a firefighter was used because a firefighter is someone people in the community could see as a ‘hero.’
To learn more about CITY HARVEST, visit https://www.cityharvest.org or call 646.412.0600.
