EAT (RED) SAVE LIVES 2018

20 Cents Campaign

Centered around the day AIDS was first discovered, every June, (RED) has a food-focused campaign. For the 2018 campaign, I pitched the idea of a campaign focused around 20 cents. In sub-Saharan Africa, where (RED) funding goes, one day of life-saving HIV medication costs 20 cents. This campaign showed that for 20 cents you could either get a comically small portion of food or a day of life-saving medication. I sourced all imagery, saving (RED) the cost of a full photoshoot, and then edited and resized images for consistency over a variety of platforms including out of home advertising. I also hired and managed a freelancer to assist with animation for digital billboards.

Along with this campaign we refreshed a 20 cent video spot, shooting new sections to add to an old PSA video. We shot footage of four celebrity chefs including Elizabeth Faulkner, Angie Mar, Hong Thaimee, and Hannah Bronfman. We hired a production team, and I attended the shoot and helped direct, and I shot photo content which I then edited to accompany the finished video asset.  

Art Direction & Graphic Design: Maggie Burdge

Creative Direction: Kevin Reardon

Times Square Animation: Scott Bush

Video Production Company: The Auxiliary Co.