New App Connects Food Desert Residents to Local Farms
The “Digital Divide” refers to the gap that exist between the people and regions who have access to the Internet, and those who do not. When the internet first came on the scene, only those with the income to afford a computer and monthly internet provider fees could access all of the knowledge and information the net had to offer. Today, smartphones have help close that gap some. Cell phone carriers now offer affordable plans that allow those who may not have been able to afford the luxury in the past. With that being said public relations professionals have the ability to capitalize on this. Thanks to the increased use of mobile devices more and more people have the ability to see your campaign.
If I were developing an app or mobile site, it would be called “Food Oasis”. It would be an app and mobile site that connects local farmers looking to make a donation of surplus goods, with families in need of fresh healthy food. Many people in lower income neighborhood don’t have access to fresh healthy food. However, as the gap in digital divide slowly gets smaller, these people do have access to the internet via mobile devices. “Food Oasis” takes advantage of this. Farmers download the app or visit the site to sign up and locate a food drop off center. Farmers use the app to locate a drop off center and makes a donation. Then the drop off center distributes the goods to food pantries to “food deserts” or areas that don’t have regular access to fresh healthy food sue to social economic issues. Families will also be able to download the app or visit the site online and find a food pantry in their neighborhood where they can pick up food for free. The app will be mainly graphic driven and use maps and visual landmarks. It will also have the ability to be translated in over 30 different languages.
Once the Food Oasis app was ready for launch, I would create awareness by writing a press release and media advisory for local and national media outlets that may be interested. If they were I would have farmers and families who use the app do on-air interviews about their experience. I would also create a social media campaign for Twitter, Facebook and Instagram. The campaign will include video and photo testimonials from those who have benefitted from the app. I would then schedule post in Hootsuite and Later, to roll it out strategically.