In its latest advertisement, Ford Israel announced it is partnering with Latet, Israel’s largest NGO dedicated to eliminating food insecurity.
The formation of the partnership
According to The Stable, the COVID-19 pandemic significantly impacted Israeli families’ food security. While pre-pandemic reporting showed that about 20 percent of households frequently struggled to obtain enough food for their families, the latest reports show that number has grown to nearly 30 percent – and is expected to rise again in the coming months. As Latet strives to meet the increased demand for food donations, more volunteers are needed to assist with the packaging and delivery processes. So Ford decided to step in and help.
The Ford Good campaign
With the fast-approaching Jewish High Holiday season on the horizon, Ford wanted to help ensure that all Israelis have enough food for their celebrations.
Thus, the “Ford Good” campaign was born.
How does it work?
In an unorthodox approach, the Ford Good campaign uses potential customers to help distribute food packages from their individual dealership locations throughout the nation. When prospective buyers go to look at new vehicles, Ford asks them if they want to “Schedule a test drive and volunteer [at the same time].” If they agree, Ford takes them on a route where they can drop off food donations to nearby families.
Not only does “Ford Good” help do good, but it makes Ford look good too.