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Hunger on the streets of New York City is not a new issue. How do you take an established message and inspire new interest around it? Saatchi & Saatchi Wellness used social and digital to raise awareness, incite action and advocate change for Crossroads Community Services at St. Bart's, a NYC-based nonprofit that provides food, shelter, and support to help hungry and homeless New Yorkers break out of the cycle of poverty. This case study on the Saatchi & Saatchi Wellness' marketing campaign for Crossroads will show how the agency took award-winning artists, innovative creative, digital and social channels and community action groups to create a movement -- and made it go viral around the globe.