Meals on Wheels America: Let's Do Lunch
Meals on Wheels America: Let's Do Lunch
Currently 1 in 6 seniors – 10 million - across America struggle with hunger and isolation. Meals on Wheels is the national organization that addresses these issues by leveraging nearly 2 million volunteers to deliver a meal and a friendly visit that enable millions of seniors to remain living in their own homes each year.
In order to safeguard the future of the Meals on Wheels brand we needed to maintain focus on our core source for volunteers – older adults/retirees – while simultaneously appealing to a new generation of millennial prospects with little understanding of who we are, what we do, and why it's important. With a limited budget, we needed to nail an idea that would resonate with both audiences. "America, Let's Do Lunch," enabled us to invite people to volunteer at what was seen as a difficult time of day.
The campaign launched in July 2016 and, to date, has generated over 500,000 visits to the campaign microsite and more than 30,000 volunteer recruits through in person events and online activations.
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