challenge
Forty-two million Americans struggle with hunger. But hunger in the United States remains relatively unknown – a hidden issue in this land of plenty.
With This Is Hunger, MAZON created a first-of-its-kind multimedia exhibit that was free to visitors. Housed in a 53-foot-long semitrailer, This Is Hunger traveled the highways of America for 10 months, stopping in more than 30 cities. Its striking black and white photographs, state-of-the-art storytelling techniques and immersive, interactive elements captivated people from all walks of life.
This Is Hunger was MAZON’s first national campaign. The challenge was to secure top-tier media coverage and key stakeholder engagement on a public policy issue that receives relatively little attention.
the work
Script and production of a national teaser video for promotional use.
Press kit and toolkit development, customizing collateral with local county and city hunger statistics.
Hashtag (#thisishunger) and organic content for social media.
Planning and development of the This Is Hunger opening night gala launch, including the role of media liaison.
Parallel communications assistance on a variety of public policy issues related to hunger.
impact
63 tour stops in 29 states and the District of Columbia.
15,000+ visitors.
Bipartisan attention, with 66 elected officials or their representatives touring the exhibit.
77 news stories, with coverage secured in more than 80% of tour cities, including the Los Angeles Times, Kansas City Star, South Florida Sun-Sentinel, multiple NPR stations (e.g., WHYY, KWMU, KPCC, KERA, KUAR) and nearly a dozen NBC, ABC, Fox and CBS affiliates.
Posts by celebrities Sarah Silverman and Joshua Malina on Facebook and Twitter, reaching 9.6 million followers.
More than 58,000 unique page views on thisishunger.org and over 1,500 posts across multiple social media channels using #thisishunger.
GOAL SURPASSED: This Is Hunger national tour extended by 6 months due to continued demand for the exhibit
2018 PR News CSR & Nonprofit Award Winner (Advocacy Campaign and Lobbying Efforts)