Meals on Wheels America is a national network of local community organizations that deliver meals, friendly visits and safety checks to our nation’s most vulnerable seniors.
More than ten million seniors in the U.S. face the threat of hunger and more than fifteen million are living in isolation.
With the senior population projected to double by 2050, and an aging volunteer base, Meals on Wheels America, in partnership with the Ad Council, is launching its first national integrated campaign this summer to recruit a new pipeline of volunteers to meet the growing need.
The current network represents more than 5,000 local programs in virtually every community in America and relies on an army of two million volunteers to deliver meals five days a week, typically between 11 am and 1 pm. Beyond providing nutrition, delivering a meal also provides a moment of human connection that nourishes both the senior and the volunteer. For many seniors, the volunteer may be the only person they will see that day. According to a survey of current Meals on Wheels volunteers, more than 75% are over the age of 55, and the average age of volunteers is 62, making it critical to recruit additional volunteers to keep the wheels rolling for future generations.
“Meals on Wheels is an incredible nonprofit. Wisdom comes from those who’ve lived life before us, and I can’t think of a more rewarding way to tap into that and give back in the process,” shared Meghan Camarena, YouTube influencer, after volunteering with her local Meals on Wheels program and meeting seniors in her community.
“We’re excited to launch this first-of-its-kind national awareness campaign designed to shine a spotlight on the richness and reward of volunteering for Meals on Wheels,” said Ellie Hollander, president and CEO of Meals on Wheels America. “We hope that by sharing just a few of our seniors’ amazing and heartfelt stories, we can inspire even more volunteers to lend a caring hand to the growing number of aging neighbors in need.”
The new campaign, created pro bono by the agency, Anomaly, invites America to “Do Lunch” by volunteering during their lunch break to deliver meals and a smile to seniors. Renowned photographer and director Mark Seliger – who has photographed some of the most famous faces from Kurt Cobain to President Obama – turned his lens to highlight the stories of just a few of the 2.4 million seniors Meals on Wheels serves each year. These aren’t stories of isolation or hunger, but stories that celebrate lives filled with love, charm and wisdom. The campaign directs audiences to the new website AmericaLetsDoLunch.org where people can learn more, and sign up to volunteer with Meals on Wheels in their local community.
“Anomaly has done an amazing job developing a campaign that opens our eyes and our hearts to seniors throughout the country who need our help,” added Lisa Sherman, president and CEO of the Ad Council. “The benefit of volunteering isn’t just that you’re doing something good, but also that you get to share a moment of connection with some truly fascinating people with rich life experiences.”
Anomaly Founding Partner and CEO Carl Johnson added: “We want, and need, people to volunteer, but not because they feel guilted into doing it, but because they see it as a truly rewarding opportunity to spend a little time with some amazing people. Frankly, the exact same reason we took on the assignment.”
In an effort to further the reach of the campaign, We Are Social is also spearheading a comprehensive social program with support from celebrities and influencers including YouTube creator Meghan Camarena, senior and Snapchat star Baddie Winkle, former basketball champion and sportscaster Bill Walton, TV host and actress Padma Lakshmi, racing legendMario Andretti and actors Richard Gere and Fred Savage. Leading photojournalists from photo agency VII are also donating their skills to capture photographs of Meals on Wheels clients across the country and share them on social media.
In addition, beginning today the storytelling platform Upworthy is featuring a series of stories that highlight the lives of seniors in our society. Facebook is a launch partner of the campaign and will donate media to support the new creative. Pandora is also supporting the “America, Let’s Do Lunch” campaign with targeted media across its new visual ad experience on mobile, including a responsive mobile display unit, which is currently still in beta.
The campaign includes TV, radio, print, out-of-home and digital PSAs, and will be distributed to media outlets nationwide and run in donated time and space beginning this week, per the Ad Council’s model. To learn more visit AmericaLetsDoLunch.org or follow the campaign on Facebook, Instagram and Twitter using the hashtag #LetsDoLunch.