Meals On Wheels America and the Ad Council are launching the "Do Lunch" campaign designed to dispel myths about the organization and recruit new volunteers. This is the biggest-ever national advertising campaign ever undertaken by Meals on Wheels America – in terms of resources, investment and by partnering with the Ad Council.
The campaign includes PR and social media activations, including a partnership with the storytelling platform Upworthy, in addition to TV, radio, print, out-of-home, and digital assets.
Public service announcements, created pro-bono by ad agency partner Anomaly, feature select stories from the 2.4 million seniors Meals on Wheels serves each year. Famed photographer Mark Seliger shot the ads that showcase the multi-faceted personalities served by the program. The campaign also is designed to serve as a call-to-action to get more people to donate their lunch hour to deliver meals. Every day, Meals on Wheels volunteers deliver one million meals to folks in the U.S.
This is an Ad Council campaign, so there’s isn’t a media buy – all TV, radio, print, OOH and digital ads will run in donated time and space. At launch, Ad Council will be reaching out to its national network of more than 33,000 contacts, encouraging them to support Meals on Wheels in their local community by running/placing the ads.