Local Lunchbox was born in Chelsea, MA in June 2020 in response to a deepening need for meals. With schools closed and kids unable to access food they relied on, connecting local restaurants to cook for kids was a natural fit. The program launched at one site with 200 meals distributed on the first day of service. As of today, Local Lunchbox has served over three million meals to children and teens across Massachusetts.
Working with a philanthropic foundation, we developed a visual identity for the overall program. In partnership with the local communities, schools and distribution sites, we customized our advertising for their specific needs. The website, locallunchbox.org, was built as a centralized hub for communication about the program and for locating participating venues for local food distribution. As local restaurants and distribution sites were activated, we utilized social media to customize the messaging for these localized partnerships.