Assignment: The goal of this initiative was to encourage people to donate 200,000 pounds of food to the San Antonio Food Bank in the month of March.

Solution: During Luminaria, a holiday celebration that draws 300,000 people to downtown San Antonio, we created an intrusion at the festival by placing an actual city dumpster in a high traffic area. We employed the Twitter hashtag

#FeedSA as a response mechanism.

The campaign took off, blowing up on social media such as Twitter, Facebook and YouTube while directing visitors to different areas in the city to donate or to start a drive of their own.

Results: Donations exceeded the charity’s projected goal

by 14,000 lbs in donations.