Get Fed Up
Save the Children • National Child Hunger Awareness Campaign
Leading comprehensive 360° campaign strategy that reshaped global perception of refugees from beneficiaries to changemakers, driving unprecedented engagement and policy conversations across 40+ countries through strategic storytelling and multi-platform activation.
World Food Day Activation
Celebrity Ambassador Partnership
Multi-Agency Collaboration
National Media Coverage
Overview
As Head of Design at Save the Children, I led the creative strategy and implementation for the Get Fed Up campaign, working collaboratively with external agencies to develop compelling branding and experiential materials that brought national attention to childhood hunger and poverty issues affecting families across America and globally.
Strategic Campaign Leadership: Overseeing the creative development from concept through execution, ensuring brand consistency across all touchpoints while managing agency relationships and coordinating complex logistics for a high-profile experiential activation that would capture national media attention and drive meaningful engagement around childhood hunger.
As Head of Design at Save the Children, I led the creative strategy and implementation for the Get Fed Up campaign, working collaboratively with external agencies to develop compelling branding and experiential materials that brought national attention to childhood hunger and poverty issues affecting families across America and globally.
Strategic Campaign Leadership: Overseeing the creative development from concept through execution, ensuring brand consistency across all touchpoints while managing agency relationships and coordinating complex logistics for a high-profile experiential activation that would capture national media attention and drive meaningful engagement around childhood hunger.
Process
World Food Day Experiential Activation
Directed the comprehensive experiential strategy for the World Food Day activation in Austin, Texas, creating an innovative food truck experience that transformed traditional awareness campaigns into an engaging, educational encounter that made childhood hunger statistics tangible and actionable for participants.
Food Truck Innovation Strategy:
Awareness Counter: Developed the powerful "Another Child Goes Hungry Every Minute" ticker system, creating a visual real-time representation of childhood hunger that made abstract statistics emotionally compelling and immediately understandable.
Educational Menu Design: Conceptualized and directed the creation of a unique "menu" system that translated monetary donations into concrete food assistance, with items like "Fruit-stand-----$1.50" with descriptive copy "2-lbs of fruit for moms-to-be in Syria," making global impact tangible and personal.
Interactive Information Hub: Transformed the food truck into an information distribution center where families could learn about childhood hunger issues while understanding exactly how their contributions would make a difference.
Celebrity Ambassador Integration
Coordinated creative strategy for Save the Children ambassador Jen Garner's participation in the Austin activation, ensuring her involvement authentically supported the campaign's educational goals while maximizing media coverage and public engagement opportunities.
Ambassador Collaboration: Worked directly with Jen Garner's team to integrate her advocacy messaging seamlessly into the experiential activation, creating authentic moments for media engagement while ensuring her participation enhanced rather than overshadowed the campaign's core educational mission about childhood hunger.
Media Strategy Coordination: Collaborated with Save the Children's communications team and Garner's representatives to maximize the media impact of her involvement, ensuring coverage focused on the campaign's key messages about childhood hunger rather than celebrity presence alone.
Experiential Design Innovation
The food truck concept represented innovative thinking about how to make humanitarian issues accessible and engaging for general public audiences, transforming traditional awareness campaigns into interactive educational experiences.
Outcome
Campaign Impact & Community Engagement
The Austin World Food Day activation successfully brought national attention to childhood hunger issues while creating meaningful community engagement around Save the Children's mission and programs.
Activation Results:
National Media Coverage: Generated significant media attention for childhood hunger issues on World Food Day
Community Engagement: Created memorable educational experiences for Austin families and visitors
Ambassador Amplification: Jen Garner's participation brought additional visibility to childhood hunger advocacy
Educational Impact: Successfully translated complex global hunger statistics into accessible, actionable information
Long-Term Impact & Learning
The Get Fed Up campaign's experiential approach influenced Save the Children's subsequent awareness campaigns, demonstrating how innovative creative thinking can transform traditional advocacy approaches into more engaging, educational experiences that drive deeper community understanding of humanitarian issues.
Experiential Campaign Innovation: This campaign established new approaches for Save the Children's public engagement strategies, showing how experiential design can make humanitarian issues more accessible while maintaining the dignity and respect essential to effective advocacy work. The success of this integrated approach - combining agency collaboration, celebrity partnership, and innovative experiential design - created a template for future awareness campaigns that prioritize education and engagement over traditional fundraising appeals.
