2023 Winner

CASE SUMMARY

Food insecurity has been a persistent issue in Canada for decades, with 4.4 million Canadians already facing food insecurity before the COVID-19 pandemic. However, the pandemic has exacerbated the problem, with increasing numbers of Canadians experiencing food insecurity for the first time. This crisis demands urgent attention, and Food Banks Canada is at the forefront of the fight
against hunger.

The Starve the Hunger campaign reframes the issue by highlighting the devastating impact of hunger on individuals and communities, and by urging Canadians to take action to end food insecurity. Hunger is a living thing that feeds on despair, insecurity, and shattered dreams, and it is a problem that affects far more Canadians than we commonly think.

Through a powerful brand film, the campaign brought hunger to life in an unexpected and visceral way, showing the serious impact of food insecurity and the incredible change that awaits if we can solve this societal problem. The film was followed by a National Hunger Count research report and a website that explains the issue in full, highlighting all of the work Food Banks Canada is doing to end food insecurity, including pushing for policies that address the root causes, executing leading-edge research, and working in partnership with over 4750 organizations across Canada.

The Starve the Hunger message was carried across all campaign elements, including OOH, social media, TV, and 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.

The campaign has been a resounding success, with over 34 million earned media impressions, 500% over the campaign benchmarks. The videos had an impressive .64% completion rate, and website click-throughs increased by over 220% compared to the last awareness campaign window. Food Banks Canada is committed to continuing its mission to end food insecurity in Canada, and Starve the Hunger has galvanized Canadians to join the cause.

Credits

CCO: Matt Litzinger
President: Kaitlin Doherty
CSO: Alison Savage
Client Service Director: Amanda McMillan
CD, Head of Design: Omar Morson
Copywriter: Chris Booth
Art Director: Joel Arbez