Daily Bread Food Bank conducts campaign
By Rob Bale
The Daily Bread Food Bank is conducting a campaign in Toronto called “1 in 10 is One of Us,” intended to raise awareness of the wide variety of people who experience food insecurity. Developed by Leo Toronto, the campaign is intended to counter misconceptions about food bank use. It began on Sept. 15 with an installation at Nathan Phillips Square, accompanied by out-of-home, digital and online video advertising. The creative features real food bank users with their faces hidden or obscured. Media work is being handled by Saatchi Toronto.
“‘1 in 10' is intended to stop Torontonians in their tracks,” said Neil Hetherington, CEO of the Daily Bread Food Bank. “It’s shocking, and yet it’s the reality. Too often we don’t think of the people behind the statistics. Someone you see on your commute could be a food bank client. It could be someone you know well. We want to educate people on the scale of the hunger crisis in Toronto and encourage them to question their assumptions.”