During the pandemic, food insecurity in Massachusetts jumped to an unprecedented rate of 1 in 4 households—forcing many to confront the reality of finding and using additional resources to feed themselves and their families. We worked with Project Bread, a nonprofit centered on breaking the cycle of hunger, to help normalize SNAP, aka food stamps, and communicate the benefits of this easy-to-use, government program.

In partnership with Boston’s Office of Immigration, we targeted neighborhoods across the city experiencing the highest rates of food insecurity, and translated the campaign into 8 different languages. Our creative focused on featuring people from all walks of life and ethnicities, in order to create examples for people in need that truly looked like them.