More than 10 million (one in six) seniors in the U.S. face the threat of hunger and more than 15 million (one in four) are living in isolation. In San Diego alone, more than 3,400 seniors are being served annually by Meals on Wheels to address these issues. This summer, Meals on Wheels America, in partnership with the Ad Council, launched its first-ever national campaign to recruit volunteers to serve the nation’s most vulnerable citizens. With the senior population projected to double by 2050, Meals on Wheels in San Diego County has joined the effort to help inspire a new army of volunteers to meet the growing need.
“We decided to adopt a new name and logo that better reflects the fact that we serve the entire county, including the rural backcountry areas.” says Debbie Case, president and CEO of the newly named Meals on Wheels San Diego County. “Additionally, the new look, web site and brand replicates a unified image which capitalizes on the National PSA campaign launched this week by Meals on Wheels America.”
The national integrated public service campaign, created pro bono by the ad agency, Anomaly, will invite America to “Do Lunch” by volunteering during the critical lunch hour period to deliver meals and a smile to seniors. The TV, radio, print, out-of-home and digital public service advertisements (PSAs) will tell the poignant stories of just a few of the 2.4 million seniors the national Meals on Wheels network serves each year, stories that celebrate their lives and show how inspiring, wise and charming they really are.
To further highlight their stories, renowned celebrity photographer Mark Seliger – who has photographed some of our culture’s most famous faces from Kurt Cobain to President Obama – will be turning his lens to Meals on Wheels seniors and creating a series of portraits for the campaign.
To learn more about Meals on Wheels San Diego County, visit www.meals-on-wheels.org.