The Challenge

Second Harvest Heartland needed a fall campaign that would break through assumptions about hunger and raise awareness of a critical reality: 1 in 5 Minnesota families struggles to put food on the table. The goal wasn’t just to inform, but to humanize the issue and inspire Minnesotans to see themselves as part of the solution.

The Insight

Hunger doesn’t look the way people expect it to. It exists quietly, across neighborhoods, communities, and family tables. You can’t always tell who is struggling—and that’s exactly the point.

The Idea

We centered the campaign on five real Minnesota families, each sharing a meal in their own unique way. Instead of focusing on hardship, we focused on what every family shares: moments of joy, love, and connection around the table.

Due to budget constraints, we leaned into still photography rather than full video production. The images captured authentic, intimate moments—five families, five meals, five stories—inviting viewers to reflect on how easily hunger can go unseen.

When you look at these families, you don’t know which one is struggling. But as Minnesotans, we can all help.