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New identity, site and songs for WhyHunger

Founded in the mid-seventies by the late singer-songwriter Harry Chapin (“Cats in the Cradle,” “Taxi,” etc.) and DJ Bill Ayres, WhyHunger (formerly World Hunger Year) is dedicated to getting at the root causes of hunger and the poverty that inevitably accompanies it. They do this by finding and funding grassroots groups that are having a measure of success and then sharing those successful techniques with other grassroots groups, and so on.

D/C got involved with WhyHunger two years ago when the agency conceived and designed a benefit CD for the group that featured songs by Bruce Springsteen, Aerosmith and the Hold Steady, among many others, and was sponsored by Hard Rock. The collection was called Serve, and its success led to D/C developing Serve2, with a new set of songs from new and veteran artists, including Springsteen and the Hold Steady again. This time, with the help of the digital distribution company The Orchard, the set was picked up by iTunes and featured on localized iTunes sites around the world, leading to a whole new level of publicity and funds for fighting hunger. In October, D/C also completed a brand overhaul for the 30-year-old organization. The powerfully simple logo picks up the word “why,” but adds a period after it — because this group is not about just asking questions, it’s about real-world solutions. And currently in progress is a new WhyHunger website, with information architecture, visual design and copy by D/C.

The client reports that, in part due to the new branding and accompanying advertising from D/C, their fall fundraiser shattered all previous records. And, after all, that’s what it’s all about.

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