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Using Creative Talents to Do Good and Help Feed the Hungry

By May 21, 2020June 7th, 2024Campaign, Events
You Are Essential Projection

Much of what HS does is not just advertising, but helping to solve problems. As all this reality was setting in, HenkinSchultz Founder Kirby Schultz challenged our team with the question, “What can we do in the community?” “How can we help solve a problem?”

You Are All Essential

The “You Are All Essential” campaign began with the idea that everyone is essential right now, as human beings, teachers, office workers, delivery persons, parents and in whatever contribution you’re making in life, work and to others.

As frontline workers, health care workers and others get the attention they rightly deserve for their efforts, HS wanted to make sure to honor the mom who is now a teacher, the kind neighbor or even strangers with signs that recognized “You are Essential.”

The signs were constructed by HS Sign Shop and have since been posted by people all over town. Proceeds from the signs benefit Feeding South Dakota – with an initial goal of feeding over 30,000 families.

Feeding South Dakota and the food banks that serve our 66 counties are under an extreme amount of stress. They are working especially hard to meet food demand of the hungry, serving approximately 9 times their typical amount of meals. Again, HS aimed to help solve a problem.

The partnership was a way for our creative team and their dedicated staff to work together and bring some relief to hungry South Dakota families. It was also a way to do something constructive during a lot of uncertainty.

The Program Grows, Expands to Shine the Light on Hunger

“Let It Shine South Dakota” began in March of 2020 and has evolved into a statewide movement. The group, along with Pinnacle Productions joined forces with HS and Feeding South Dakota to take our efforts to the next level with a fun live event.

In less than a week’s time, we organized a livestream event featuring KORY AND THE FIREFLIES, Mayor Paul TenHaken and other local leaders to expand our fundraising efforts and honor everyone essential in the fight against hunger.


We used a number of different ways to spread the word:

  • Email marketing
  • Outdoor digital
  • Public relations
  • Event website
  • Social media platforms
  • #SouthDakotaStrong
  • Other collaborative outreach with our partners

Held right in our very own parking lot – on the roof in fact – the livestream event raised over 150,000 meals for South Dakota Families.

“In a challenge, there are many positive things we can do. And a lot of people helped us do a lot of good this week,” said Tony Erickson of Let it Shine.

“We’re very happy with the outpouring of support and we continue to do everything possible to serve our hungry every day – and through every crisis,” said Jennifer Stensaas, communications coordinator, Feeding South Dakota.

Miss the live event? You can still watch the event here on Facebook.


Being Creative in Crisis, Doing Good

All over television and social media, we see what people are doing to not only work, but be creative. We’re all adjusting to new creative ways of doing things. HS is too.

The campaign was rewarding to us, giving the team a positive outlet with so many things in life turned upside down.

“There are simple things we can do each day to remind people they are essential, no matter their occupation, situation or role,” said HenkinSchultz Founder Kirby Schultz. “This was a fun way to recognize that and make a financial difference.”

Funds raised will ease the added stress on food banks in the 66 counties served by Feeding South Dakota, as they continue to serve families statewide.

Interested in still helping? You can still join the movement now by investing in a yard sign by going to You may also donate directly at

Have a Problem and Looking for a Solution?

HenkinSchultz has always prided ourselves on the relationships we have with our clients. The stress of the past few months is not lost on us. We speak to clients daily about what they’re experiencing, how they are adjusting and in what ways can we help.Are you facing a new challenge or problem or looking to do something to make a positive impact?  Much like “You Are Essential,” all great ideas start with a conversation and a challenge.