World Food Program USA

Every organization faced the same struggle: How do you sustain engagement, attention, and giving from donors? World Food Program USA especially felt this impact due to their relatively low brand equity in the U.S. — despite their size and global impact. 

World Food Program USA (WFP USA) is the recognized leader in America’s pursuit to end global hunger, inspiring citizens to do everything in their power to create a zero-hunger world. WFP USA works with U.S. policymakers, corporations, foundations and individuals to generate financial and in-kind resources for the United Nations World Food Programme to feed families in need around the world and to develop policies necessary to alleviate global hunger. 

Changing the face of hunger

Using immersive storytelling and interactive content, “Women are Hungrier” highlights the role inequality plays as one of the key drivers of hunger — specifically how hunger disproportionately affects women.

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With compelling photography and thought-provoking calls-to-action, a retargeting strategy, and a content development plan that considered every donor touchpoint across the brand, we built on World Food Program USA’s existing program to create a multi-channel engagement strategy to drive brand awareness and recruit a base of new supporters.

Subsequent campaigns built on the employed learnings from “Women are Hungrier,” with extended education and cultivation phases before diving into fundraising asks. We also developed animated explainer videos about two other key drivers of hunger — climate change and conflict.