FareShare: Branding an inaugural giving day

FareShare provides nutritious meals to thousands of Australians via their charity kitchens, yet they often fly under the radar compared to larger food relief organisations. With their first-ever Giving Day on the horizon, FareShare saw a chance to not just raise vital funds, but to start a conversation that might shift the cultural narrative around food insecurity. Our challenge was to develop the campaign name, message, identity and experience. The goal was to engage new audiences, raise $100k in 12 hours, and provide a repeatable mechanism for future giving days.