DoorDash / Project DASH
In 2018, DoorDash launched Project DASH, its social impact initiative focused on fighting hunger and food waste. The marketing team needed to raise awareness in a way that would connect with local communities and educate people about the problem of food insecurity in the U.S.
I was tasked with writing thought-provoking copy that would make people stop and engage with a series of unique murals we created in Brooklyn, Austin, and Boston. I created “Feed Change” as our campaign slogan because our partner, Feeding America, could provide a meal for 10 cents. (Spare change to see change!)
We also developed a social media campaign around “selfless selfies.” The idea was simple: take a selfie, tag it, and DoorDash would donate a meal to someone in need. We teamed up with 60 influencers to amplify the message, and it worked—we saw 170 social posts and 7.5 million impressions, driving awareness for this vital cause.
Since 2018, Project DASH has provided 100 million+ meals nationwide by connecting food banks and pantries with DoorDash technology and Dashers.
My role: Copywriter
Amal Chandaria: Designer
Shasta Mattey: Designer
Marie-Christine Gervais: Illustrator
Mike Allen: Design Director
Jen Rapp: CMO
Colossal Media: Mural painting
July 2018
