Many Seeds Of Change Bring Awareness To Bonton Farms Dallas
Bonton Farms is redefining community in its neighborhood in South Dallas in unique ways. Among them, utilizing the wider community of supporters, including the Dallas advertising community, to help make an impact. Over the past year, Element Ad 2 and AICP member companies, including Lucky Post, came together on a journey of discovery that would ultimately result in a pro-bono 360 awareness campaign for the organization. The campaign underscores “Redefining Community” to show that Bonton Farms isn’t just about food. It’s a collective effort to highlight and address systemic inequity.
The goal is to provide viewers with a greater understanding of the socioeconomic inequalities present in Dallas, and to drive support for Bonton Farms. For the people involved in making the campaign, the process began with firsthand experience at Bonton Farms, absorbing, listening, volunteering, and understanding. From there, the team at Element Ad 2 developed a digital and broadcast campaign, including spots produced in partnership with Lucky 21 and Lucky Post. “Working on this campaign was electric - you could feel the energy and passion from everyone involved,” says Lucky Post Editor Sai Selvarajan. “Having volunteered at Bonton Farms, I understood how they are working holistically to address change - and am excited to contribute to a campaign that further amplifies the message and the importance of what they do.”