Each summer, when East Texas schools close their doors, a growing number of children over a 12-county area lose access to school food programs. This live action spot was concepted, written, and produced by Encore Multimedia for East Texas Food Bank. It educates viewers about the increased need for the Summer Food Program and how the East Texas Food Bank and its donors are meeting that need by expanding the number of free meals for children (age 18 and younger) from 42,000 to 70,000 and nearly doubling feeding sites to 45.
We use the metaphor of the child’s game, Hopscotch, to convey the critical facts of the ETFB Summer Food program. As the children play, the squares of their chalk-drawn sidewalk hopscotch board became the vehicle for information, as well as the graphic look of the spot. The ad concludes with a call to donate online at the ETFB Summer Food web page.
The copy and production assets were also utilized to create a 15-second spot and a 30-second radio spot in addition to the 30-TV spot. The completed ad was incorporated into social media content as well.
