First there was “Movember,” where men started growing mustaches every November to raise awareness of men’s health issues. Now, the nonprofit Feeding America is launching a new campaign called “Spoontember” to bring attention to the hunger problem by getting people to balance spoons on their noses.
For the integrated campaign, created by Feeding America with the Ad Council and advertising agency 360i, supporters can share a “spoon selfies” — or pictures of themselves balancing spoons on their noses — on any platform with the hashtags #Spoontember and #HungerActionMonth and also challenge their friends to do the same.
In addition, they can also visit the “Hunger Action Month Thunderclap” page, where they can “donate” their personal Facebook and Twitter feeds to share a message in tandem with thousands of others supporting the cause.
“Hunger impacts every community in the United States, which makes it up to every one of us to get involved to support those in our area who are struggling,” said Matt Knott, president of Feeding America.
“The spoon has an inherent link to food; It’s what we use to prepare meals for ourselves and others,” added Feeding America CMO Johanna Vetter. “The empty spoon symbolizes not always having food and the one in six Americans who face this.”
To further promote participation, Feeding America is also giving people the chance to get their spoon selfies on a billboard in New York’s Times Square that was donated by Viacom. Advocates will hand out orange spoons from noon to 2 p.m., Sept. 3, for passersby to participate and see themselves on a big screen. From 11 a.m. to 3 p.m. the same day, Feeding America will be giving users in the Times Square area access to an orange spoon Snapchat filter. The geo-targeted custom filter contains an orange spoon that sits in the center of a user’s nose and includes the Hunger Action Month and Feeding America logos.
Feeding America is hoping that the push will prompt the public to spread awareness of and donate to help combat hunger. Feeding America’s network of food banks, philanthropic and corporate partners, as well as hunger-relief supporters and advocates will hold events to support the cause as well.
“We’ve already seen so much engagement, from local food bank supporters to members of Feeding America’s entertainment council,” said Sarah Hofstetter, CEO of 360i.
Image courtesy of Feeding America.
More in Marketing
In this week’s Digiday+ Research Briefing, we examine how Snapchat is pitching itself as an alternative to current social platforms, how Priceline and other e-commerce companies are approaching generative AI, and how legacy programmatic media buying practices often disadvantage Black-owned media companies, as seen in recent data from Digiday+ Research.
What Walmart’s Vizio acquisition could mean for retail media — and the ripple effects that may hit industry data
The move will bolster Walmart’s retail media offering, Walmart Connect, adding streaming capabilities that will help it attract more brand marketing ad dollars.
Pfizer has developed its own generative AI platform called “Charlie,” named after Pfizer co-founder Charles Pfizer.