Dole's 'malnutrition labels' shine a spotlight on food poverty in America

Campaign via David is running as outdoor projections in New York, Los Angeles, and Baltimore

Published On
Feb 11, 2021

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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.” 


Feb 11, 2021
Client :
Dole Packaged Foods
Agency :
Global CCO :
Pancho Cassis
Global CCO :
Sylvia Panico
Global CSO :
Paula Vampre
Executive Creative Director :
Saulo Rocha
Executive Creative Director :
André Toledo
Creative Director :
Fred Bosch
Copywriter :
Álvaro Palma
Copywriter :
Guilherme Pinheiro
Art Director :
Pedro Sattin
Managing Director :
Ricardo Honegger
Account Director :
Marion Quesada
Account Supervisor :
Andrea Blanco
Executive Producer :
Brenda Morrison
Executive Producer :
Carlos Torres
Producer :
Brenda Osorno
Global Head of PR :
Sandra Azedo
Creative Service Coordinator :
Larisa Cocchiaro
Client Team :
Rupen Desai
Client Team :
Hannah Judah
Client Team :
Ranjit Jathanna
Client Team :
Alex Concepcion
Client Team :
Garett Levy
Production :
Director :
Erynn Patrick
DP :
Erynn Patrick
Executive Producer :
Adrianne McCurrach
Technical Director :
Sun Komen
Line Producer :
Tzipi Edery
1st A.D. :
Jason Leiman
2nd A.D. :
Julianne Salemy
1st A.C. :
Bob Lamont
Prod Supervisor :
Kim Anderson
VTR/Stream :
Drew Cerria
Sound :
Charles Cann
Locations Manager :
Edward Lewis
Editorial :
Cosmo Street Editorial
Editor :
Jeff Grippe
Color and VFX Artist :
Nico Cragnolino
Producer :
Tina Evanow
Producer :
Pamela Cohen
Production Coordinator :
Hayes Nielsen
Head of Production :
Marie Mangahas
EP & Managing Partner :
Yvette Cobarrubias
Media :
Spark Foundry
Director Brand Content & Strategy :
Kimmy Fleishman
SVP OOH Practice West Region Director :
Matt Ubriaco
Projection Company :
National Experiential
PR Agency :
Social Media Agency :
High Wide & Handsome
Director of Client Services :
Magnus Morgan
Chief Creative Officer :
Mike Wolfsohn
Director of Brand Engagement :
Sara Dunaj
Account Director :
Erin Wang

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