TCEG creates high profile hunger awareness campaign with Philadelphia Sporting Heroes Lane Johnson and Aaron Nola

TCEG creates high profile hunger awareness campaign with Philadelphia Sporting Heroes Lane Johnson and Aaron Nola

Sep. 06, 2019

Phillies pitcher Aaron Nola and professional football player, Lane Johnson, front two films promoting hunger awareness for Philabundance – the Philadelphia area’s largest hunger relief organization, to mark Hunger Action Month which runs throughout September.

Created by the integrated communications group, and Philadelphia-based, The Creative Engagement Group (TCEG), the first of the two films features Lane Johnson and links some of the aspects which make Philadelphia a great city with what makes Philabundance, which collects and distributes food to 90,000 people in nine counties weekly, such a great organization.

As Johnson paces the street, he talks of the city’s intensity, determination and hard work. Positioning Philadelphia as a place that knows how to overcome adversity, he then goes on to explain that 750,000 people across the area are at risk of hunger and chronic malnutrition.

Describing the city as a place that “takes care of our own”, he then enters the Philabundance HQ and heads to the volunteer room, outside which he challenges: “I donate. Do you?”

In the second film, Nola similarly sets up the city of Philadelphia’s credentials as a place that not only knows hardship but how to overcome it. Set inside the Philabundance warehouse, this film goes on to invoke the same community spirit as Nola works alongside volunteers and urges the audience to join him in showing their support, too.

Philabundance is the Delaware Valley’s largest hunger relief organization. Of the people it serves, 30% percent are children and 16% percent are seniors. Others who seek food assistance include people with disabilities, single parents, veterans, students and working-class families.

Eager to raise awareness of the hunger crisis in Philadelphia area and generate more friends, funds and food donations, Philabundance, Septa and The Creative Engagement Group came together to create a campaign to coincide with Hunger Action Month - the month when people all over America stand together with Feeding America and the nationwide network of food banks to fight hunger.

The public service announcements will run across various local broadcast affiliates. The campaign will also run on SEPTA buses and trains and in SEPTA stations across the city.

Constance Costas, Account Lead at The Creative Engagement Group, said:

“For The Creative Engagement Group, this represented a fantastic opportunity for our agency to be affiliated with one of the most well-known organizations in Philadelphia, which helps people, especially children, across the region battle hunger”.


Kim Sears, Director of Strategic Partnerships at Philabundance said:

“The work produced by The Creative Engagement Group is invaluable to Philabundance.  The integrated campaign of television, print, billboards and social media will not only raise awareness but will be tied to direct monetary donations.  Philadelphia loves its sports teams.  Aaron Nola and Lane Johnson are easily recognizable athletes in the city, and we will benefit from their star power.”


The campaign launches September 6.

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