At a time when food supplies were critically low due to an increased demand, the Food Bank launched the Nothing Campaign to raise awareness and collect financial donations at retail locations across the state.
Generously supported by a grant from the Citizens Bank Foundation, the campaign was designed pro-bono by Providence-based marketing agency NAIL. The campaign ran twice, once in 2010 and again in 2011.
The Nothing Campaign created a stir. It woke people up to the reality of hunger in our state. Young people got involved. Parents and teachers used it as a teaching tool. The community rallied behind the campaign, and it became very personal for individuals who, perhaps for the first time, were able to afford to see themselves as philanthropists.
Watch the Case Study video below.
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