Food Banks Canada begins Starve the Hunger campaign
By Adnews Staff
Food Banks Canada has begun a new campaign called “Starve the Hunger” to coincide with the Thanksgiving season. Developed by The Local Collective of Toronto, the campaign is intended to raise awareness of the issue of food insecurity in Canada. It consists of television commercials, online videos, cinema advertising and out-of-home executions. A two-minute video depicts hunger as a voracious caterpillar eating the fabric of society. Media work for the campaign was conducted by M&K Media, with PR by SP Public Relations.
“We needed a platform capable of engaging Canadians on an emotional level,” said Matt Litzinger, chief creative officer at The Local Collective. “‘Starve the Hunger’ is designed to cause not only a reaction, but involvement. Telling this story in an emotional way allows Food Banks Canada to have a different conversation with Canadians.”