STRONG &

STRAIGHTFORWARD:

DAILY BREAD FOOD BANK

THE BRIEF:

Encourage donation to solve a serious problem.

THE STRATEGY:

The reality is tough to look at. But it is the reality nonetheless.

THE IDEA:

To encourage more donation, we simply need to tell the tough facts, in a way that people can relate it to their own lives.

Explanation that uses visual metaphor rather than through the separating factor of a fact by itself.