Make History on October 11

Make History on October 11

Evergreen Health once again called on Block Club to produce this year’s campaign for Dining Out For Life, which will be on Oct. 11. This is a great fundraiser that supports those with HIV and AIDS. Dozens of local restaurants participate, and donate 25 percent or more of their food sales for the day to the cause.

Our creative concept for this year’s campaign is based on the national organization’s tagline: “Dine out. Fight AIDS.” The concept began as an idea to depict a food fight, but evolved into this idea of showing historical warriors fighting with food and drink; this is paired with the headline: “Make history on October 11.” For visuals, we went digging through historical photos, artwork and illustrations of different militaries, battles and weaponry for inspiration.

I came across a series of beautiful illustrations of 16th-century military uniforms which felt perfect for the campaign. The characters stand majestically in the center of the page giving a serious pose, which helps get across the importance of this event. Juxtapose that with modern food and drink, and the posters become as playful as a night out on the town and as urgent as this important cause. Dining Out For Life is a fun night, and makes it easy to make a contribution. We wanted to reflect that in the posters and campaign collateral.

So on Oct. 11, come out and help us make history and Dine Out For Life. (Join Block Club at Big Ditch Brewing Company if you’d like, or stop into any one of your favorite participating restaurants. Reservations are highly suggested!) More information about the event and a listing of participating restaurants can be found at diningoutforlife.com/wny.