Participant Media desired a social media campaign to both raise awareness for an upcoming documentary on hunger and bring the issues of hunger in the States to the forefront of the target audience’s mind. The overall goal was to reach a different target audience (college students in the U.S.) and motivate them to see the film.

The “Hungry in America” campaign components centered on the idea that hunger is the most basic human need and should be a human right. Pulling visual themes from Russian Constructivism and a modified patriotic color palette, the aesthetics and tone of the campaign became charged with a feeling of activism. 

A series of leave behinds was created for the client: a booklet detailing the progression on the campaign as well as posters detailing the components and showcasing the key art. 

Social media was widely used to reach the target market. A Facebook “blackout” coupled with campus guerrilla components would prompt individuals to visit the microsite where they could share their feelings about losing basic privileges previously seen as rights and learn more about the documentary and hunger crisis.

On-site campus guerrilla tactics were also used. Empty napkin holders and vending machines would appear to further highlight how certain perceived needs are really wants and emphasize the overall campaign concept that hunger truly should be a human right.