Small Agency, Big Table: How DNA&STONE’s ‘Hungry Weekend’ Fed More Than 1,600 Seattle Kids

A compact campaign that turned empathy into packed meals

When DNA&STONE launched its “Hungry Weekend” campaign, the goal was simple: make people feel what it’s like for a child to face the weekend without enough food, and then turn that feeling into real help. Over a short push in Seattle this month the agency and local nonprofit Backpack Brigade translated that idea into action — and into results. By the campaign’s end, more than 1,600 kids received weekend food packs from Backpack Brigade, a program that supplies discreet, child-friendly bags of food so children don’t go hungry when school is out.

Turning radical empathy into a lived experience

“Radical empathy,” as DNA&STONE called it, wasn’t just a slogan. The agency built a simple, hands-on experience aimed at helping adults grasp the stress of weekend hunger. On the ground, that meant a series of pop-up moments in public spaces across Seattle that recreated the choices and limits families face: scaled-down meal options, short guided moments where participants had to prioritize a few items, and clear displays about what a typical weekend food pack contains.

Those physical activations were paired with short documentary-style videos and social posts that followed volunteers and families in plain, human terms. The creative leaned away from shock and toward small, relatable scenes — a quiet kitchen table, a kid packing a snack for school — so the message landed as a real-life problem rather than an abstract cause.

Media channels ranged from local radio and social channels to earned media that amplified the story. DNA&STONE also used a direct support mechanic: public donations and corporate matching were funnelled into Backpack Brigade to buy and distribute shelf-stable items that fit inside the organization’s weekend packs.

What the campaign actually delivered to local families

The measurable outcome was straightforward. More than 1,600 children in the Seattle area received weekend packs funded or supplemented by the campaign. Backpack Brigade used the funds to expand its normal distribution for several weeks, filling backpacks with shelf-stable meals, snacks and nutrition items that kids can take home discreetly on Fridays.

On the distribution side, the campaign targeted schools and community centers that Backpack Brigade already works with, so the extra packs slid into existing channels rather than creating a new, temporary system. That helped speed delivery and keep the focus on getting food to kids rather than on publicity mechanics.

Voices from both sides of the work

DNA&STONE’s creative lead described the effort in plain terms: “We wanted people to stop for a minute and really imagine what a hungry weekend feels like at home. Once that feeling is there, giving help becomes immediate,” they said.

Backpack Brigade’s executive director added context about the practical value: “This campaign didn’t just raise awareness — it gave us the dollars and items to pack more backpacks, and it brought new volunteers who learned why discreet weekend support matters,” they said. Both spokespeople emphasized that empathy-by-design helped convert public attention into durable support for the nonprofit’s work.

How readers — and local businesses — can keep helping

Hungry Weekend was a short push, not a permanent program. Readers who want to help can look for ongoing opportunities: donate money or shelf-stable goods to Backpack Brigade, volunteer at local packing events, or organize a workplace drive. Brands that want to replicate the model can match donations, underwrite pack costs, or sponsor distribution through established nonprofit partners rather than building new systems from scratch.

Why this kind of campaign matters — and where it can go wrong

Purpose-driven marketing like Hungry Weekend can be powerful when it moves beyond talk to fix a clear need. The strengths here were simple: a concrete problem, a local nonprofit with distribution know-how, and creative work that translated feeling into fast action.

The danger for similar campaigns is performing for optics instead of people. One-off stunts that don’t feed into ongoing support or build nonprofit capacity can look good in ads while doing little long-term good. The better model — the one DNA&STONE used — ties emotion to a measurable step and fits that step into existing community systems. That makes the activation more likely to leave something useful behind: more filled packs, more volunteers, and more awareness that turns into routine support.

In a city like Seattle, where weekend food insecurity is a quiet, persistent issue, the Hungry Weekend push shows how a small agency and a local nonprofit can combine ideas and logistics to make a real difference — and how other brands can follow by starting small, sticking with partners, and keeping the people they aim to help at the center of the work.

Sources

• prnewswire.com