Case Study: Amplifying the Mission of Meals on Wheels Rhode Island
Meals on Wheels Rhode Island is a nonprofit organization dedicated to providing nutritious meals and vital social connections to those in need. Traditionally focused on serving senior citizens, the organization recently expanded its mission to include pregnant and postpartum women and opened a Latin Café to provide a welcoming gathering space. As donations are a critical component of their annual marketing efforts, Meals on Wheels approached us to create a series of impactful videos leading up to their largest fundraiser of the year.
Case Study: Amplifying the Mission of Meals on Wheels Rhode Island
Meals on Wheels Rhode Island is a nonprofit organization dedicated to providing nutritious meals and vital social connections to those in need. Traditionally focused on serving senior citizens, the organization recently expanded its mission to include pregnant and postpartum women and opened a Latin Café to provide a welcoming gathering space. As donations are a critical component of their annual marketing efforts, Meals on Wheels approached us to create a series of impactful videos leading up to their largest fundraiser of the year.
Strategy and Execution
To meet their goals, we developed a comprehensive video strategy centered around creating a 30-second commercial for TV and digital use, designed to emotionally engage viewers and prompt donations. Additionally, we produced longer testimonial videos and a brand overview specifically tailored for their fundraising event, ensuring the content resonated deeply with the live audience. By maximizing production efficiency and capturing multiple testimonials in a short period, we helped RI Meals stay within budget while delivering impactful and compelling stories.
30 Second Ad
This video was the first release in a planned series, designed to introduce the audience to recurring characters who will appear in future ads. Utilizing footage captured during the testimonial shoots, we crafted a narrative-driven spot that juxtaposes the delivery of a meal with scenes of genuine connection and relief. The video highlights three seniors receiving a warm meal and engaging in heartfelt conversation, ending with a call to action that encourages viewers to donate and make a meaningful impact in their community.
30 Second Ad
This video was the first release in a planned series, designed to introduce the audience to recurring characters who will appear in future ads. Utilizing footage captured during the testimonial shoots, we crafted a narrative-driven spot that juxtaposes the delivery of a meal with scenes of genuine connection and relief. The video highlights three seniors receiving a warm meal and engaging in heartfelt conversation, ending with a call to action that encourages viewers to donate and make a meaningful impact in their community.
Testimonials
After the main :30 ran for two weeks, they launched the testimonial series to expand the campaign’s reach. We interviewed diverse Meals on Wheels recipients, filming multiple testimonials over two days to maximize efficiency and budget. These stories highlighted how the service provides more than just food—offering connection, community, and peace of mind. We also created extended cuts for the fundraising event, where a captive audience could connect emotionally and be inspired to contribute.
Service Expansion Campaign
Building on the fundraising videos’ style, we produced a full-length video detailing the expansion, shared via the website, social media, and a major press release. A 30-second TV and digital spot accompanied it, along with two testimonials—a young mother and a Latin Café patron—sharing impactful stories. These ads ran on TV, streaming, and social media to enhance the campaign’s reach.
Service Expansion Campaign
Building on the fundraising videos’ style, we produced a full-length video detailing the expansion, shared via the website, social media, and a major press release. A 30-second TV and digital spot accompanied it, along with two testimonials—a young mother and a Latin Café patron—sharing impactful stories. These ads ran on TV, streaming, and social media to enhance the campaign’s reach.
Results
