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Grocery Foundation breaks Toonies for Tummies campaign

Toronto-based non-profit organization The Grocery Foundation has begun a campaign to raise awareness of its "Toonies for Tummies" fundraising program. The program will encourage consumers at approximately 1,000 grocery stores in Ontario and Atlantic Canada to donate two dollars to provide breakfast to a hungry child. The campaign, developed by Capital C of Toronto, makes use of a 60-second online video that compares child hunger to a natural disaster. The effort also includes print advertising, in-store materials, social media activities and a website at <>. The fundraiser will run from Feb. 6 to 20 at participating grocery stores including Sobey's, Metro and Longos.

"I was blown away by the stat that one in six kids across Canada goes to school hungry," said Gary Watson, chief creative officer at Capital C. "While global crises are absolutely worthy of our attention and support, a two dollar donation can make a huge difference to a hungry child right here in Canada. Another thing that became really important is the notion of transparency and tracking. Where does my money go and how much of it actually reaches those in need? Tracking their donation is something people will be able to do on the microsite to see exactly where their two dollars is going."

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