The Challenge
More than 600 children in Sheboygan County face weekend hunger during the school year, relying on the Sheboygan County Food Bank for consistent support. The Food for Thought for Kids initiative needed to raise significant funds to ensure these weekend meals remained reliable while expanding long-term community engagement.
The campaign aimed to spotlight a crisis often hidden in plain sight, attract first-time donors, and create a sustainable foundation of support, not just for a moment, but for the future.
The Solution
FifthColor partnered with the Sheboygan County Food Bank to transform a local issue into a rallying call for action, combining bold storytelling, human-centered design, and targeted media strategy. The team invested $10,000 in paid media, donated pro bono creative services, and developed a deeply integrated campaign across Meta, digital display, connected TV, billboards, and print. Authentic stories from educators, volunteers, and community members built trust, urgency, and emotional resonance.
What we Did
Crafted a Purpose-Driven Narrative
Shared real stories that humanized the issue of weekend hunger, turning statistics into faces and names the community felt compelled to support.
Built a Multichannel Awareness Campaign
Launched cohesive creative across paid social, digital video, outdoor, and print, ensuring the message reached both frequent and first-time donors.
Activated Community Engagement
Designed lifestyle content and themed advertising that positioned donors as part of a movement, not just a moment, deepening long-term involvement.
Delivered Pro Bono Creative + Strategic Investment
Donated agency services and contributed $10,000 in targeted media spending to maximize visibility and impact.
The Results
$256,000 raised, more than doubling the original $100,000 goal.
40% first-time donors, proving the campaign successfully expanded the community base.
24 donors gave $1,000 or more, providing immediate and meaningful support.
Funds secured weekend meals for over 600 children across 26 schools.
Campaign earned a Gold Anthem Award in Humanitarian Action & Services – Awareness, placing FifthColor alongside global leaders such as Patagonia and the American Heart Association.
Why It Worked
Impact doesn’t happen by accident; it happens through intentional storytelling and strategic execution. FifthColor’s approach combined strategy, creativity, and community empathy, building a campaign that not only raised awareness but mobilized action. By honoring the voices of local educators and volunteers, the work connected authentically with donors and amplified a quiet crisis to a global stage. The campaign proved that creativity becomes a force for good when it serves people, transforming local need into international recognition.
Key Takeaways
FifthColor didn’t just create a campaign; we helped create change.
- Authentic storytelling transformed a hidden issue into a community movement.
- Integrated media strategy maximized reach and inspired first-time donors.
- Human-centered design built trust and emotional connection.
- Community collaboration turned a local effort into a globally celebrated initiative.
