DNA&STONE's Hungry Weekend Campaign: A Bold Stand Against Weekend Hunger

In a powerful initiative aimed at addressing the pressing issue of food insecurity among children, DNA&STONE recently completed its Hungry Weekend campaign in collaboration with Backpack Brigade, a nonprofit based in Seattle. This campaign not only raised substantial funds but also significantly improved awareness about the challenges faced by children living in food-insecure households over weekends.

In Washington State alone, around 40,000 school-age children experience food insecurity, relying heavily on school lunches and breakfasts from Monday to Friday. However, weekends are a different story, leaving many children without access to nutritious meals during those crucial days. This phenomenon is referred to as weekend hunger, a reality that the campaign sought to highlight and address.

To bring attention to this issue, DNA&STONE's four founders — Chris Witherspoon, Alan Brown, Michael Boychuk, and Matt McCain — decided to partake in “The Hungry Weekend.” This challenge required them to survive on just 1,200 calories of low-nutrition food from Friday afternoon through Monday morning, mimicking the experience of children who lack sufficient food over the weekend. Unlike typical fundraising events, this campaign encouraged a direct emotional connection by simulating the realities that these children endure.

Chris Witherspoon reflected on the experience, emphasizing that Radical Empathy is not merely a catchphrase for them; it is a tangible commitment: “Experiencing that emptiness in my stomach for an entire weekend was a profound realization. It forced me to confront the discomfort and anxiety faced by thousands of kids in our state week after week. Though sharing my difficulties online was challenging, it led to genuine conversations and actions that could make a difference.” He added that this experience starkly contrasts with children who cannot choose their circumstances; they endure this reality continually.

The campaign, richly documented on social media, resulted in remarkable engagement, driving nearly an eight-fold increase in average daily donations to Backpack Brigade during its duration. The funds raised, coupled with matching donations from DNA&STONE, are set to provide essential weekend meals for over 1,600 children, ensuring that these families receive the support they desperately need.

Founded in 2014, Backpack Brigade dedicates itself to eliminating weekend hunger by preparing and distributing bags of nutritious, child-friendly food to over 5,200 kids in 105 schools throughout five school districts in King County. The organization’s Executive Director, Nichelle Hilton, expressed her gratitude for DNA&STONE's efforts, stating, “We appreciate the incredible support derived from the Hungry Weekend initiative. Not only has it generated vital funds, but it has also fostered a broader understanding of the daily struggles these children face. This level of awareness is foundational to building empathy and driving meaningful change.”

From the campaign's profound impact on community awareness to inspiring a collective effort to support food-insecure children, DNA&STONE has embodied its commitment to Radical Empathy. With a creative approach to philanthropy, the agency aims to ensure that the voices of those affected by weekend hunger are heard, paving the way for necessary societal changes in how we address food insecurity among our most vulnerable populations.

About DNA&STONE

DNA&STONE operates as a full-service creative agency that prides itself on not shying away from provocative initiatives. Their unique strategic approach, known as Radical Empathy, inspires comprehensive engagement with the consumer experience, leading to authentic connections between brands and their audiences. Recognized for its innovative work, the agency was awarded Ad Age's Small Agency of the Year title in 2025 and has collaborated with numerous high-profile clients across various sectors.

About Backpack Brigade

Backpack Brigade focuses on eliminating weekend hunger for children across King County by distributing weekend food bags filled with healthy essentials to students, thus ensuring that no child goes hungry when school is not in session.