A woman sits waiting in her dining room, with an empty plate on the table.

Meals On Wheels America

END THE WAIT

STRATEGY

A china plate with the words "wait for it..." appearing on top

ISSUE

12 million US seniors face food insecurity. And 31% feel lonely, a declared epidemic. Meals on Wheels America needed to rally their local programs, the US government, and donors to care about seniors in need.

A woman in curlers sits on the ledge of her bathroom tub, brushing her teeth while listening to hold music from her cell phone

SOLUTION

Make the issue relatable and outrageous.

We learned Meals on Wheels programs had waitlists with an average wait time of 3 months and up to two years. We were shocked. Americans get annoyed when we have to wait for anything. Yet we’re letting seniors wait for basic needs? That’s ridiculous.

So we created a new 5-year platform and campaign to rally supporters and bring the senior plight to life: End the Wait

In the fall launch and holiday follow up, we show everyday waits that would be equally unacceptable, comparing them to seniors waiting for food and connection. Through film, an explainer video, a landing page and social executions, we encourage people to pledge their support and donate to #EndTheWait. We also created a brand book to distribute to local programs to continue spreading the campaign with a unified look and messaging.

A senior aged man stands waiting at a window, holding back the blinds to look outside.

A man stands smiling saying, "Wait... waiiiit"

A bus shelter with the End The Wait poster reads, "Tired of waiting?"

An empty plate sits atop a crowded table, with books and puzzles and cutlery. Two hands can be seen, waiting.

A woman sits waiting at a table, knitting a long, long scarf.