ALBUQUERQUE, N.M., April 17 When Wiley Coyote goes hungryin cartoon land, it's because Roadrunner has won again. But in the real world,Roadrunner Food Bank wins when nobody goes hungry.
In that spirit, strategic communications firm DW Turner partnered with NewMexico's Roadrunner Food Bank to highlight the tragedy of hunger in New Mexicoand what people can do about it.
"Our partners at Comcast, ClearChannel and Halflife Digital have trulygone above and beyond," said Doug Turner, CEO and President of DW Turner."Together we were able to create a strong campaign supporting the criticalwork of Roadrunner Food Bank and I am very happy we could make it happen."
Using the tag line, "Hunger has a cure. It's called Eating," DW Turnerlaunched a comprehensive awareness campaign April 15 encouraging people totake action to help end hunger in New Mexico.
"DW Turner began developing the campaign, pro-bono, last summer after theycame to us with an offer to help," said Melody Wattenbarger, executivedirector of Roadrunner Food Bank. "This partnership provided an incredibleopportunity to apply top-notch advertising creativity to a difficult message.We agreed from the start that the message should not shy away from the harshreality of who is hungry."
DW Turner garnered the services of the most-talented people available towork on the campaign with little or no costs passed on to Roadrunner itself.
Jeff Bridges provided the voiceovers, Halflife Digital came through withfilming, lighting, editing, lenses, sound and even the music score. More thana dozen volunteers gave their time as models and actors. Local companiesoffered their sites as film locations. Comcast Cable volunteered more than 300TV spots to air the five public service announcements between now and July andseveral local network affiliates plan to run the PSAs throughout the year.
In addition to all of the broadcast support, ClearChannel Outdoor donateda year's worth of billboard space for the 10 board designs and plans are inthe work through PNM, New Mexico's gas and electric company, to include thecampaign messaging in statements throughout the state.
"I think DW Turner has created something that will have a huge impact, notjust in Albuquerque, but beyond," said Wattenbarger.
Like the cartoon Roadrunner, the Roadrunner Food Bank campaign has thelegs to really travel. Roadrunner is offering use of the campaign to otherfood banks around the state, and even around the country. "This campaign isreally about hunger, not just Roadrunner Food Bank," said Wattenbarger. "Wewould be thrilled if other hunger-relief agencies put their logos on the adsand found partners to run them in their areas like we have here inAlbuquerque."
To learn about the campaign, and the many people who made it possible,please go to StickaForkInHunger.com.
SOURCE DW Turner