BACKGROUND: Immersive Awareness, Real Impact
In the United States, 44 million people—including 13 million children—live in food-insecure households. Feeding America, in partnership with the Ad Council, needed to elevate awareness of the critical issue in a way that would resonate deeply with younger, digitally savvy audiences. They envisioned an experience that would turn data into action showing the real, human impact of food insecurity—and inspire users to join the movement to end hunger.
THE IDEA: The Full Effect In AR
Sawhorse Productions created a WebAR experience, accessible through a Flowcode or mobile link placed in OOH locations with an active audience, that invited users to place digital fridge in their real environment. Once inside the fridge, users explored true stories and statistics tied to food insecurity and learned how they could help. This experience extended the Ad Council and Feeding America’s successful “Full Effect” PSA campaign in a bold, immersive way:
- Interactive Gamification: Users interacted with fridge items to unlock emotional stories and personalized actions, creating a stronger connection to Feeding America’s mission.
- Seamless WebAR Access: Built on Niantic 8th Wall’s platform, the experience required no apps—making it easy for users to engage with just a smartphone.
- Community-Driven Promotions: Flowcode’s custom QR codes powered precise tracking, with a 360-degree promotional strategy—from out-of-home (OOH) placements like Uber and Bus Stops to YouTube and Reddit ads—ensured high visibility and engagement.
- Social Sharing: Users could share their journey directly from the experience, spreading the message and expanding their reach.
THE IMPACT: Moving Hearts And Minds
The Feeding America WebAR activation delivered awareness and engagement across multiple platforms, sparking action to address food insecurity:
- Widespread Reach: Earned media, OOH and digital platforms ensured visibility across key environments.
- Accessible Innovation: WebAR technology allowed anyone with a smartphone to join the movement without downloading an app.
- Tangible Action: With a drive to site functionality, users could donate, volunteer at local food banks, or advocate for change through Feeding America.
CHANGING LIVES, ONE INTERACTION AT A TIME.
The campaign proved that immersive, personalized digital experiences can drive real-world change. By integrating true stories, gamified exploration, and easy access to resources, Feeding America transformed awareness into action—helping build a future where no one goes hungry in America.
Because when everyone understands the impact of food insecurity, everyone can help end it.
COMPANY: Sawhorse
