emily wu | ART DIRECTOR
Plant Some Money
Growing your own food is like printing your own money.
– Ron Finley
Over 20 million Americans live in food deserts with limited access to fresh food. So for this campaign, we partnered with Ron Finley, a native LA gardening activist fighting against food deserts in the United States known as the Gangster Gardener.
To highlight the nationwide issue of food insecurity, we recruited the local community to march 3 miles (the average distance to fresh food in a food desert) with Ron from Anacostia park (a prominent food desert in D.C.) to the Federal Reserve, where he proceeded to plant a Ron Finley seed bill to both spread awareness of the issue, and express how growing your own food is like printing your own money.
Join the movement at plantsomemoney.com
The Bills
We created custom compostable seed bills featuring Ron’s portrait. Each bill amounts to the dollar amount you can grow of that specific produce and includes seeds and instructions on the back. So if you plant a $20 carrot bill, you can save $20 on carrots by growing them yourself.
The March
The Social
I took over Ron’s social media accounts with stories, in-feed posts and a livestram of the march in D.C. The engagement was incredible. Our stories and posts recieved the highest engagement Ron has had within the last six months.
Instagram stories started the conversation.
In-Feed Posts (Instagram, Twitter, LinkedIn) invited the community to join the movement.
The Response
The response from the community was amazing, and it was especially great to see that we had reached our target audience.
The press showing up to the march was a pleasant surprise as well.