LOWE RMP BREAKS VOLUNTEER RECRUITMENT EFFORT FOR FOOD BANK
By Adnews Staff
Lowe RMP of Toronto has finished its first work for pro bono client the Daily Bread Food Bank. The ad agency and non-profit charitable organization began working together earlier this year. The volunteer recruitment campaign initially consists of two print ads. The first presents a pair of clasped hands with badly bitten fingernails. Arrows point to three of the nails with the captions "Breakfast," "Lunch" and "Dinner." The headline reads, "How some in Toronto plan their next meal." The second ad shows a loaf of bread. Sections of the loaf are organized using the captions "1st to 8th," "9th to 16" and "Rest of the month." The headline reads "Without the bread, there's still the daily." Peter Coish, president of Lowe RMP, said, "There's a need, not only for food but also for helping in bringing that food to Toronto's hungry." The campaign is currently running in the Ontario edition of Time magazine when space is available. The two ads are also running on NewAd's restaurant and bar network in Toronto. Oxford Press will also include the campaign in a student textbook as an example of an effective call to action. Additional components in the campaign will include a third execution, a radio PSA and a direct marketing effort targeting Toronto's food industry. Those components are scheduled to launch before the end of the year.