December 12, 2006
Contact: Andrew Arnold
(415) 447-2412
aarnold@openhand.org
Nourish One Another
Project Open Hand Announces New Advertising Campaign
SAN FRANCISCO - Starting mid-December 2006, Nourish One Another, Project Open Hand's new outdoor advertising campaign, makes its appearance on transit platforms, shelters and on Muni buses in San Francisco.
Created by a team of leading advertising professionals, who donated their services to Project Open Hand for this project, Nourish One Another features real clients and volunteers to evoke the spirit of healing and generosity associated with Project Open Hand's nutrition services to local people in need.
Appearing in Nourish One Another are long-time clients in Project Open Hand's HIV/AIDS program Jimmie Hunt and Michael Lauro, as well as one of the organization's earliest meal-delivery volunteers, Winifred Giannini.
The campaign's concept was developed by veteran advertising creative directors Gregg Foster and John Munyan, who integrated photographic portraits of participants in Project Open Hand's 20-year oral history project with light-hearted illustrations of food. Photography was provided by San Francisco-based international photographer Claudia Goetzelmann, who captured a spirit of miraculousness with the subjects of this campaign. The illustrations were provided by artist Cara O'Connell.
Foster, Munyan and Goetzelmann were also part of the pro bono team that created Project Open Hand's "cross-stitch" advertising campaign in 2003, which went on to win several local and national advertising awards.
"This is the time of year when we really need to get our message out, and make a real impact," says Judy Frankel, Project Open Hand's Director of Direct Marketing. "As funding for nutrition services programs continues to be cut, the need for Project Open Hand is stronger than ever. We hope this advertising campaign expands local awareness of our vital mission, by generating both needed donations and new volunteers during the upcoming holiday season."
Nourish One Another is scheduled to appear in local outdoor media through January 2007.
Project Open Hand was founded in San Francisco in 1985 by Ruth Brinker, a retired food service manager, who began serving a nightly dinner to seven friends dying of AIDS. Today, the agency provides 2,500 bags of groceries and over 11,000 meals each week to people in need in San Francisco and Alameda County. The first agency in the U.S. to provide home-delivered meals to people with HIV/AIDS, Project Open Hand has served as a model for 150 similar agencies throughout the U.S. and worldwide.
