Plant Some Money
Cannes Lions
Awarded
The Ron Finley Project is a nonprofit organization
committed to promoting urban agriculture and healthy
eating in underserved communities. We invited
Americans living in food deserts, and everyone else,
to join the food revolution.
Ron Finley Project
recognition
Cannes Bronze, Shortlist
Category
2023
Type of Work
Non Profit Organization
Strategy
Branding
Campaign
The Plant Some Money campaign, is a national gardening initiative we created together with renowned fresh-food activist Ron Finley, known as the Gangsta Gardener. More than 20 million Americans live in food deserts with limited access to fresh produce. Many of these food deserts are in low-income communities that can't afford organic food. And with inflation peaking, for many, the only affordable option is junk food.
That's why we helped them start a financial food revolution by giving them bills to plant and grow their own fresh produce. By using dollar bills as the medium, not only are we providing people with a source of fresh, healthy produce, but also teaching them about the value of money and the importance of investing in their own well-being.
To bring awareness we went to D.C. and planted the first bills in front of the Federal Reserve building.
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This is a great space to write a long text about your company and your services. You can use this space to go into a little more detail about your company. Talk about your team and what services you provide. Tell your visitors the story of how you came up with the idea for your business and what makes you different from your competitors. Make your company stand out and show your visitors who you are.
The bills were printed in compostable material with organic seeds on it that grows into delicious fresh food.
The dollar amount of each bill represents the total money worth of produce: $20 worth of rainbow carrots, $100 of collard greens, and $150 of cherry tomatoes and arugula.
We sent out the bills to
