Mobilizing Community with SF-Marin Food Bank
The San Francisco-Marin Food Bank (SFMFB) is dedicated to combating hunger in an area where, pre-pandemic, one in five individuals faced food insecurity. Since 2014, Sköna has partnered with SFMFB, and we hold the 2021 holiday campaign—designed for local transit with the intention of remaining present during the giving season—especially close to our hearts. The COVID-19 pandemic significantly impacted SFMFB's operations and increased the number of people seeking assistance, which diminished the effectiveness of their campaigns in 2019 and 2020. For the 2021 holiday campaign, the objective was to encourage donations and enhance awareness of the SFMFB brand throughout the Bay Area. With the growing demand for support, it was essential to attract more donors. Sköna focused on showcasing the real individuals behind SFMFB to emphasize the campaign’s theme: ‘It Takes a Community.’ The campaign highlights the unique people who make up SFMFB and fulfill its mission of ‘Food for All’—including policymakers, program coordinators, pantry partners, donors, volunteers, and beneficiaries. We captured their diversity, genuine warmth, and spirit with the help of local photographer Alison Christiana, who is involved in the community. The use of coordinated styling for props and wardrobe helped to elevate the SFMFB brand and its local impact. This creative approach marked a memorable shift away from the challenges posed by COVID-19. The campaign was also translated into digital banners, print materials, internal communications, as well as the website, annual report, and additional community displays that are set to appear around San Francisco. Sköna is proud to continue collaborating with SFMFB on initiatives focused on brand awareness and digital projects.