You Can Call Me Al was introduced to this awareness campaign from Storehouse with the task of developing an identity and promotional material. The idea behind this new venture is to make those within Belfast aware of the amount they spend on food in a single day. Without the ploy of guilt the aim is to enable the public to easily donate money up to the equivalent amount of their spend on a specific day in the year. Forming alliances with local coffee shops and restaurants creates the opportunity for a donation to be added to the bill or dropped in one of the collection boxes.
Drawing the name from the ‘all you can eat’ culture provides this annual campaign with a strong mark. As All You Eat grows the opportunity arises to abbreviate the name to AYE, referring to ‘yes’. This creates great possibilities for advertising campaigns…