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SayNotoHunger.ca: Food Banks Canada and ST launch integrated campaign January 31st, 2012
Every month, 851,000 Canadians visit food banks. Shockingly, 2 million people across this country worry about not having enough food, can’t afford the foods they’d prefer, or go without food because they don’t have enough for themselves and their families.
In the fall of 2011 Food Banks Canada asked Stephen Thomas Ltd to develop a branded, national advocacy/fundraising campaign directed at the general public. The campaign’s purpose is threefold:
- educate Canadians about the root causes of hunger and what Food Banks Canada is doing to address them with a view to eliminating hunger
- motivate Canadians to make a pledge to say no to hunger
- inspire Canadians to make a donation to help Food Banks Canada continue critical research and advocacy work
The result is the Say No to Hunger campaign led by a 30 second PSA that appears online and on broadcast TV to drive traffic to the SayNoToHunger.ca microsite. Digital ads will also drive traffic. An awareness print ad also supports the overall campaign.
The microsite offers visitors the opportunity to educate themselves about the root causes of hunger and their effects on fellow Canadians.
The site is also intended to engage the visitor by asking them to watch the PSA, take a pledge to say no to hunger, and to make a donation to support the efforts of Food Banks Canada as they work to eliminate hunger. The site also houses an online quiz testing the knowledge of Canadians around the issue of hunger. Stats are used to educate and to lend credibility to the effort.
Say No to Hunger Campaign in the Media:
