Sometimes the simplest or even most impactful, of activations are found in unique places. Case in point was this story in the New York Times last week by Amanda Rosa that talked about how community groups, restaurants and even some private citizens throughout the city were setting up used but functioning refrigerators outside on the street and filling them on a voluntary basis with all kinds of free food for people in the neighborhood who were struggling because of the pandemic or other challenges.
The group, or restaurant ran the power, put a note up, stocked the fridge with either leftover food or other items they had which were healthy and needed, and watched people of all ages come and take what they needed. What was noticed was a lack of any kind of abuse in the first few weeks…people were taking what they needed, but others were coming by to also refill the fridge as a sign of goodwill and community involvement. Some places had even started to donate refrigerators to be used, which were being powered by an extension cord out the door. Simple idea serving the community.
Now think about what a team could do with this from a grassroots perspective. Provide refrigerators through company partnerships, take unused food from an arena or stadia or practice facility, and proactively work with groups that feed the hungry to stock the fridges in the places they could make the most impact. Part of the appeal to make the move more appetizing? Dropping a logo or a fresh coat of paint on the fridges as well or use local street artists to help comingle team or athlete with the community event. It can be done in cities far and wide as a cost effective and impactful initiative.
Now yes there are challenges…theft, quality of food even electricity. But for a grassroots movement that is relying on the honor system, the stocked fridges campaign is one to take a look at as great hyper local engagement, in a much needed neighborhood near you.
