A new outdoor campaign by Dole Packaged Foods is highlighting food poverty in America with giant projections on buildings in New York, Los Angeles and Baltimore.
The projections are in the style of nutritional labels, but instead, these are "malnutrition labels," each listing facts that highlight different issues related to food: obesity, food insecurity and malnutrition. For example, one reads: "Malnutrition Fact: 117 million US adults suffer from at least one chronic disease related to improper nutrition and lack of exercise."
The campaign, created via David's Miami and Madrid offices, will be supported by digital and social content showing people's reactions to the projections.
“Malnutrition is a world health crisis that goes unnoticed by most of us. It’s inspiring to partner with a client that is brave enough to put a spotlight on it,” said Saulo Rocha, executive creative director, David Madrid, in a statement. “These labels are meant to engage people in this crucial conversation and the systemic change nutrition needs. And boldly enough that you can’t ignore it.”