California Association of Food Banks

The 41 member food banks enjoyed expansive media coverage and support during the pandemic. However, as the most critical need appeared to wane, coverage and donations started to follow suit, which was concerning based on past recession-era experience that showed that it took almost ten years to recover to pre-recession levels of food insecurity. To counter this, we developed an awareness and advocacy campaign, EveryonetotheTable.org, focusing on the food banks’ pivotal role in addressing food insecurity. In addition to a statewide outdoor and digital campaign, Perceptiv developed a member’s tool kit consisting of various elements from radio, TV, and outdoor to social media and media outreach materials and tactics. All creative focused on the food bank heroes—employees who serve food-insecure clients every day.