HELPING DOCTORS WITHOUT BORDERS REWRITE FOOD AID POLICY

With the upcoming Food Aid Bill that was coming to a vote on the floor on whether the US should send money or in-kind food donations for countries around the globe requiring food aid assistance, Doctors Without Borders wanted to create a campaign that could help the 195 million people around the world suffering from hunger by putting public pressure on the USAID to stop in kind donations (food that had little nutritional value) in favor of cash donations.

In partnership with VII Agency and Doctors Without Borders, I developed a social first and organic outreach program, digital experience, storyline, and tagline for their Starved For Attention initiative whose cornerstone was 7 brand films featuring elite photojournalists like Ron Haviv, Jessica Dimmock, and Marcus Bleasdale. I humanized the tragedy of malnutrition with a call to action, "There are 195 million stories of malnutrition. Rewrite the story." Starved For Attention also travelled as an exhibit across the USA and launched at The New York Times center in NYC, which I helped promote.

STARVED FOR ATTENTION: THE CAMPAIGN

Load video: Doctors Without Borders rewrite food aid policy

BURKINO FASO: A MOTHER'S DEVOTION

CONGO: THE MALNUTRITION THAT SHOULDN'T BE

SOCIAL & DIGITAL EXPRESSION

MORE FILM TITLES

EVENT ACTIVATION

RESULTS

Emmy Nomination
Organic outreach helped us surpass the $1Billion Hungry campaign which had considerable national paid media.
Community growth over 40% within 6 months
Petition signature from 0-75,000 in 6 months
Press on the Today Show, NPR, ABC
Earned tweets from Denise Richards, MC Hammer, Ann Curry, Marlee Maitlin, Mena Suvari
Site visits increased 300% within 6 months.

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