MAXI Awards Highlights

Merkle
for Feeding America
Charlie Cadigan: "Given how wonderful everyone looks tonight, it's obvious that you all spent some time pondering what to wear to this special occasion. Some of life's choices are not quite so easy. Imagine the painful dilemma of a parent who is forced by the cruelest of circumstances to decide which child doesn't get fed today. This winning package for Feeding America posed the strong emotional hook and the engaging device of a scratch-off insert asking potential donors to choose which kid goes hungry. This compelling combination encouraged donors to give a gift so no child went hungry. It worked and inspired a 65 percent increase in the number of gifts received over the control."