Project Open Hand Launches a New Advertising Campaign
Every day, Project Open Hand provides some of the most vulnerable people in our community-people with HIV/AIDS, the homebound
critically ill, and seniors--with a warm meal or a bag of fresh groceries. With the soft local economy, demand continues to grow for our
vital nutrition services while funding sources decrease.So in November 2003, we launched a new advertising campaign to remind the community of the important work we do, and to increase support from the generous individuals throughout the Bay Area who make our work possible. In this task, we found an immensely talented partner in the San Francisco advertising agency Publicis Dialog, who donated not only their world-class branding, strategic planning and creative talents; with their affiliate Optimedia, they also secured us donated space in local magazines, radio stations, websites, transit platforms and bus boards.
Communicating How We Serve "Meals with Love"
In addition to donating their valuable professional gifts, teams from Publics Dialog also volunteered in our San Francisco grocery center
and kitchen in order to experience first-hand the remarkable volunteers, staff and facility-not to mention the clients-that define
Project Open Hand. From bagging groceries to chopping vegetables to delivering a fresh cake to a grocery center client on his birthday,
the people from Publicis Dialog truly learned what it takes to provide "Meals with Love." The result: The Cross-Stitch Sampler Campaign, featuring real Project Open Hand clients and staff. With compelling statements actually stitched by members of the Embroiderers' Guild of America and superimposed on blank urban walls, the ads convey the homespun service we provide, in the urban setting we serve. Once, when someone was sick, a neighbor would drop by with a warm casserole, or a strength-reviving covered dish. For nearly 5,000 people in San Francisco and Alameda County-many of whom are alone and facing significant hardships-that neighborly nourishment comes from Project Open Hand.
The campaign will continue throughout 2004, so please visit this page again in the future. We will be updating it with downloadable radio and film clips as the campaign evolves.
