Impossible Choices
Using Meta Platform’s creative placements to help users feel the consequences of food insecurity
Client: Feeding America x Ad Council
Role: Creative Strategist, Copywriter
Millions of Americans face food insecurity every day. That means families in each of our communities have to choose between feeding their families or taking that badly needed doctor’s visit; a warm meal or warming their home; baby formula or baby’s diapers.
Every day, they’re forced to make Impossible Choices.
To raise awareness and drive donations for Feeding America, we saw an opportunity to help users feel what it’s like to have to make an impossible choice between food and other basic necessities using the creative formats available across Meta Platforms.
IG Feed Ad
IG Feed Poll Style
Creator Videos
We partnered with food creators to educate audiences around the topic of food insecurity, and with “know-it-all” creators (people who explain topics to their audiences) to activate the idea that even those who have all the answers can be faced with a decision where there is no right choice.
We briefed these creators with a loosely scripted concept, but gave each of them license to deliver the message authentically in their own voice to their respective audiences. These spots managed to maintain cohesion and communicate key points while still feeling unique to each creator’s voice.
Adam Conover
FoodDolls
Rae Wynn Grant
Face the Facts AR Filter
We saw an opportunity to leverage AR capabilities on IG to help users see what it’s like to face an impossible choice. Using head gestures, the user makes a decision between food and other basic necessities, only to find that there are negative consequences no matter which you choose.
I worked with Feeding America to craft copy that reflected the most common experiences that food insecure families face, and helped refine the UX with our AR vendor to ensure the filter created the intended effect of making a decision with no good solutions.
Face the Facts IG AR Filter