One human family. Food for all.
Nearly a billion people go hungry each day—and yet we live in a world that has enough resources to feed everyone. In December 2013, Caritas Internationalis responded to this injustice and launched its “One Human Family, Food for All” campaign. It aimed to raise awareness of the hunger crisis and end systemic hunger by 2025. Endorsed by Pope Francis, the campaign caught the attention of the Archdiocese of Cincinnati, who felt compelled to help achieve that goal. Hyperquake was tasked with creating a concurrent campaign simply named “Food for All” that harkened back to Caritas’ campaign, yet was ownable for the Archdiocese itself. The lofty goal: Collect one million nonperishable food items.
Nothing short of miraculous.
To design a fitting verbal and visual identity for such a meaningful cause, Hyperquake took a step back to strategize. We needed to define a strong message, through a compelling and relatable story that spoke to the Archdiocese's audience. We knew the campaign would be called Food For All, which tied it to the global campaign, “One Human Family, Food for All.” When tackling a problem as boundless as world hunger, we recognized that the achievement of such a goal would be a miracle. Given the target audience, we thought: “What would better inspire our demographic than to pull such an event from the bible—the story of the Jesus feeding the multitudes.” Working from only five loaves of bread and two fish, the gospel writers recorded that Jesus fed all the 5,000 men who had gathered on a hillside to hear him speak. The symbolism and hope captured in this story transcends political borders and religious traditions. Inspired by the story of this miracle, we developed the tagline: “Be Multiplied.”
Keeping 1 million in the back of our minds, Hyperquake and the Archdiocese Team ideated campaign executions designed to educate and inspire participation. The Archdiocese was interested in holding an obstacle run to raise contributions and awareness, but looked to Hyperquake to develop the event with the unique “Food for All” flavor. What would it be called? How would the identity come to life to tie it back to “Be Multiplied”? What would the obstacles themselves be?
With the Food for All visual and verbal system as a starting point, we ideated a new name for the 5K, and developed a sneaker logo complete with hidden symbolism: the fish and the loaf. Hyperquake then delivered additional executions, designed to encourage participation from a broad audience. The obstacle run was a tremendous success; runners and walkers poured out to truly “Defeat Hunger” by pledging food items for their participation.
Success on all counts.
The Hyperquake team was proud to partner with the Archdiocese in pursuit of a cause that affects so many, and we're excited to watch how the campaign continues to make an impact, both locally and globally.
“Part of the story of success here is the way the campaign approach helped each of the individual parts exceed their goals. There were many different ways to participate – better bandwidth and multiple things for the press to talk about. We had great coverage. Food for All and the #bemultiplied campaign took off. It was such a success, it led to the Archdiocese exploring other opportunities to reach the community to make a meaningful difference. I am very grateful for the inspired work Hyperquake provided us with, very strategic and relatable to the audience we were trying to reach. You guys helped me show the Archdiocese the true value of a strong visual and verbal communication strategy. Thank you.”
- ARCHDIOCESE OF CINCINNATI CLIENT LEADER