PROBLEM TO SOLVE: 

Farmacy Foods wanted to show the people of Detroit that they were in the community, for the community. People want to know that you care about them in a total sense, not just a money related way. 

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INSIGHT:

When you point people towards other places besides just your business, they feel your efforts are more genuine and not just money-driven. 

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IDEA:

Direct people waiting at bus stops towards places that can help them both make it and become healthier.