Starve The Hunger
FOOD BANKS CANADA
TV/DIGITAL/OOH/SOCIAL MEDIA
At risk of fading with the COVID-19 pandemic, we had to make Canadians realize that the issue of food insecurity has creeped up on us to crisis levels.
Food insecurity numbers in Canada are increasing year over year in the double digits: Canada has reach a level of crisis and Canadians can no longer afford for us to passively talk about this issue.
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Rather than feeding hunger, we invited Canadians to starve it.
To start a food movement in Canada, we had to bring the enemy to life. We did so in a brand film, using personification in an unexpected, visceral, and terrifying fashion anchoring a National movement to show the increasingly serious impacts of food insecurity, and, of course, the incredible change that awaits if we can solve this societal problem.
The film isn’t unrealistic though…it ends by showing that hunger will continue to rob people of life’s richness if we don’t defeat the enemy for good.
The brand film led to starvethehunger.ca – a website that explains the issue in full as well as highlighting all of the work Food Banks Canada is doing to end food insecurity.
The message carried across all campaign elements, including OOH, social media, :30s and :60s TV, and 4 x :06s digital video. The campaign ran nationally launching Thanksgiving weekend and running to the holidays, a time of year when many feel the most dramatic impacts of being food insecure.
FILM
RESULTS
STARVE THE HUNGER IS THE MOST SUCCESSFUL BRAND CAMPAIGN IN FBC HISTORY
>34 MM
EARNED MEDIA IMPRESSIONS
0.64%
COMPLETION RATE (INDUSTRY STANDARD 0.06%-0.012%)
