Enough 2 Share

After a decade of holiday campaigns stuck below $1 million in donations, Second Harvest Heartland faced a new problem on top of an old one. The pandemic had driven a 40% surge in food insecurity. And post-George Floyd, donor fatigue was real. Minnesotans had been asked to donate all year long. So by the time the holiday donation drive came around, people were reluctant to give any more.

Minnesota produces more food than it consumes. Yet 500,000 neighbors still face empty plates. We have enough food in this state; we just need to do what kids already know how to do: share.

A campaign called "Enough 2 Share" showed Minnesotans the easy solution to their state's hunger. We invited 12 kids to lunch, gave food to only six of them, left the room, and filmed what happened. In under two minutes, every child with food shared with the one who had none. TV, OOH, social and radio drew in everyone. And the donation drive was launched during Thanksgiving, a natural time for sharing food, instead of Christmas, to reframe the ask.