Aramark Building Community 2011 Innovation Awards

Jewish Family Service of Bergen and North Hudson (JFS)
Hunger Campaign
Bergen and North Hudson, NJ

The “Hunger Campaign” launched in September 2010 to raise awareness of hunger issues in the Bergen County community and raise additional funds to help the growing number of people in need. By executing the campaign at a time of celebration and plenty for the target audience, and accenting it with images of neighbors in need NOW, organizers created a sense of urgency to help.

The campaign used powerful imagery of fellow neighbors in need to inspire giving during a time when many Jews are celebrating the Jewish New Year with abundant feasts and celebration. This juxtaposition made a significant impact and not only generated dollars, but captured the attention of donors around hunger as a major community issue.

Elements of the campaign included a direct mail appeal during the Jewish Fall Holy Days and advertisements in a local Jewish newspaper, reaching over 25,000 individuals.

Due to the positive community response, JFS has integrated the campaign in its annual public appeals including its signature fundraising event, Night of 100 Dinners; the end of year direct mail appeals; and a new bike ride fundraiser titled, JFS Wheels for Meals: A Ride to Fight Hunger, that took place in May 2011 with 150 riders, raising over $50,000.