meals on wheels

Overview

Meals on Wheels serves seniors in America through a network of independently-run programs. While the diversity of each program’s services and operations vary based on
the needs and resources of their communities, they are all committed to supporting their seniors to live healthier and more nourished lives in the comfort of their own homes.
They galvanize the resources of state and federal government, local community organizations and businesses, donors, and two million volunteers into a national safety net for Americans age 60 and older. Please note this is student work.  

Problem

The exponential increase in the elderly population has created a need for additional funding and support. MOWA is a well-known “brand” but there’s a general assumption that it’s entirely government-funded and only needs “volunteer support” from the public. Untrue. Meals on Wheels is in need of a rebrand to increase public awareness of the vital role they play and look for additional funding opportunities.

Creative Solution

Although there are some national funding channels through grants and gifts to the parent organization, the chapters often operate independently. Each Meals on Wheels center depends heavily on local fiscal support and volunteers from community groups. By taking this issue on, at a local level with a "city-specific" grassroots campaign, we're able to talk to local citizens & organizations about issues that are specific to their community as well as target a demographic that is most likely to donate, support and volunteer.

Print Ads

This series of ads highlight the three main hardships local seniors face, as well as encouraging them to visit the site to view all of the ways they can take action.