Pro Bono Campaign Shares Tampa’s Real-Life Hunger Stories and Earns Philanthropic Award

TAMPA, Fla. — When most people think about advertising campaigns, they recall the way it made them feel – a funny beer commercial, sentimental grocery store ad or empowered technology slogan. As an integrated advertising agency, ChappellRoberts applied the same principles of powerful creativity and strategic insight to dispel the damaging stereotypes of hunger and has been recognized as 2018 Philanthropic Small Business of the Year by the Association of Fundraising Professionals, FL Suncoast Chapter.

Honored by this regional distinction, ChappellRoberts is even more proud of its long-term partnership and collaboration with Feeding Tampa Bay. Through the 2017 Don’t Label Hunger campaign, ChappellRoberts and Feeding Tampa Bay drove increased awareness, cultivated new donors and spurred engagement across paid, earned, shared and owned media platforms.

“Our goal is to always create change. Our partnership with Feeding Tampa Bay is doing just that by making a difference in the community, helping people understand hunger and driving vital fundraising outcomes that enable the food bank to feed more hungry people,” said Colleen Chappell, President and CEO of ChappellRoberts. “By donating our time and our talents to powerful advertising and branding work, we have forged a relationship with Feeding Tampa Bay that is helping the organization to change people’s lives.”

Feeding Tampa Bay nominated ChappellRoberts for the Philanthropic Small Business of the Year award, an honor given annually to a business with fewer than 101 employees that has demonstrated outstanding commitment through financial support and volunteerism, encouraging and inspiring others to take philanthropic leadership roles in the community.

“The impact of ChappellRoberts’ work has been truly transformational to Feeding Tampa Bay,” said Thomas Mantz, Feeding Tampa Bay’s executive director. “ChappellRoberts’ commitment to our food bank has included annual financial support and hundreds of hours of volunteerism, but the real game-changer for us has come through the agency’s unique ability to motivate others to care about hunger in the local community.”

Feeding Tampa Bay’s first ever fully-integrated paid media campaign, Don’t Label Hunger, was designed and executed by ChappellRoberts and features compelling real-life stories of everyday families and individuals struggling with hunger in Tampa Bay. The campaign called on the public to take an active role in reducing the number of hungry people in the community through a simple monthly donation of $6, which can feed one person for an entire month. To date, more than $163,143 has been raised through the Don’t Label Hunger Campaign and the materials have garnered more than 52 million audience impressions across paid, earned and social media channels. The award-wining campaign has been recognized in local, national and international awards programs, including the 2017 AMA Marketer of the Year (Non-Profit Marketing category).

ChappellRoberts works with a variety of international, national and regional nonprofit companies across industries on efforts ranging from branding and advertising to public relations and digital experiences. The agency’s work with organizations like Big Brothers Big Sisters of America, Beat NB and the Lions Eye Institute for Transplant & Research is having a global impact and campaigns for organizations like ZooTampa at Lowry Park, SPCA Tampa Bay and Florida Cancer Specialists Foundation are touching lives right here in Tampa Bay. ChappellRoberts employees bring heart to work every day to help make a difference in the world through creative and strategic work, volunteer time and advocacy.

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ChappellRoberts drives results with unexpected ideas for its clients through branding, advertising, public relations and marketing. Founded nearly 40 years ago, ChappellRoberts is located in Tampa’s historic Ybor City. For more information, go to www.chappellroberts.com.

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