Page 158 - Visual Marketing

65. Much Ado about Nothing: A Campaign with Clever Props and
Giveaways Transforms a Hard-to-Appreciate Concept into
Something Real and Tangible

Many people think that there’s nothing you
can do to end hunger. The Rhode Island
Community Food Bank challenged that
perception with an aggressive campaign that sold
empty cans of “nothing” for $2.99, raised aware-
ness, and brought in record breaking donations.
Unemployment is high, jobs continue to be scarce,
and the outlook for the Rhode Island economy
is still bleak. In this climate, eradicating hunger
seems insurmountable.

137 V I S UA L M A RK ETIN G