The [Moo]ve Against Hunger campaign Austin & Williams created for Mid-Atlantic Federal Credit Union (MAFCU) enabled the Maryland financial institution to stock the refrigerators of thousands of their neighbors—and stand out at this year’s Diamond Awards sponsored by the Credit Union National Association (CUNA).
The recipient of a “Category Best” Diamond Award, the campaign took top honors in Community/PR One-Time Events at the CUNA Marketing and Business Development Council’s 22nd annual conference, which “recognizes and rewards creative and outstanding results in credit union marketing.”
MAFCU’s winning [Moo]ve Against Hunger campaign raised $12,700—more than 25 percent over goal—to purchase three steers that were donated to the Manna Food Center, which distributed the nearly 4,000 lbs. of beef to 3,000 people in need.
“The campaign exceeded my wildest expectations,” said Marc Wilensky, vice president of marketing at MAFCU, who enlisted the marketing agency’s support when the credit union decided to take the previously internal fundraising drive out to the community. “We could think of no better marketing partner to help us get the word out than Austin & Williams. In the six years they’ve been our agency, they’ve proven to be outcomes-driven, incredibly creative and community-minded.”
“We’re big believers in giving back here at A&W—and regularly work with several not-for-profit organizations—so when Marc asked us to come up with a concept and media strategy that would drive awareness and donations, we were more than glad to help,” says Rick Chiorando, agency principal and chief creative officer. The A&W team branded the effort as well as created a digital and social media campaign, microsite and in-branch merchandising to drive donations. View the campaign assets here.