DoorDash
Turning food justice into celebrations
Activation
Brand Design
Service Design
Contactless delivery became a necessity in 2020, and we realized how essential the drivers are who connect people to their communities. In America, many of these communities are made up of people facing issues much greater than social distancing. In a time of racial reckoning, DoorDash knew it had to plant its flag on higher ground. This January, DoorDash challenged 7 teams to develop a campaign that could create an impact. Our team was awarded first place in this competition.
Instead of speaking about diversity, we wanted DoorDash to go directly to the communities in need and help in the best way they know how. Our solution focused on confronting very real, systemic barriers, while putting human connection first.
Instead of speaking about diversity, we wanted DoorDash to go directly to the communities in need and help in the best way they know how. Our solution focused on confronting very real, systemic barriers, while putting human connection first.
The Challenge
How can DoorDash utilize its ability to connect people to the places and faces in their neighborhood to be a champion for racial progress in underserved communities?
“When America catches a cold,
Black America catches pneumonia.”
Key Findings
1
Schools that need meal distribution the most are the ones that can’t afford to implement it. Additional packaging, pre-portioned meals, and PPE are cutting into already thin budgets.2
Due to systemic barriers, food insecurity disproportionately impacts Black communities. Since the start of the pandemic, food insecurity has nearly doubled. 3
Children in food-insecure households would normally receive two meals a day at school. Only 15% of children eligible for free or reduced lunch are actually receiving those meals during COVID.TLDR: For many students, school closures meant going hungry. This disproportionately affects the Black community.
Strategic Positioning
An impact-driven initiative that leverages DoorDash’s expertise to create meaningful, long-lasting change while championing a beloved community member to address food insecurity in children.
The Concept
The Original Dasher
If DoorDash connects you to the places and faces in your neighborhood, no one does this better than your school bus driver.
Focusing on re-employing bus drivers turns this into a celebration of community, rather than a focus on need.
︎︎︎
An initiative that brings the original dashers—bus drivers—back to underserved neighborhoods to provide meals to children who are missing out on school lunches and more during COVID.
Involve the Community
Make it easy for the entire community to contribute and make an impact. By featuring Project Yellow Bell as a restaurant on the app, users can sponsor a meal to help offset the cost in the school district nearest to them.
Packaging
Project Yellow Bell can reduce the strain on school budgets by stepping in with branded packaging. These reusable lunch bags not only spotlight the initiative but helps schools reduce costs to repurpose elsewhere.
Celebrating the Stories
Dedicate a microsite to the original dasher—school bus drivers—and the way their presence in the community helps bring it back together.
We are currently working with DoorDash and The Martin Agency to bring Project Yellow Bell to life!
Please reach out with any questions or updates on this ongoing initiative.
Check out my talented group members:
Courtney Tibbetts, CW
Alexandria Reid, CBM
Joe Mrava, XD
Marnie Abraham, ST
Chris Cole, AD