A national annual fundraiser to support Canadian food banks and Canada’s hungry, C&C helped Kraft Canada and Food Banks Canada coordinate and promote the Kraft Hunger Challenge from 2006 – 2011. In 2010, to streamline implementation requirements for food banks and add a news-hook for media, we moved the timing of the Kraft Hunger Challenge to June and adopted National Hunger Awareness Day as the theme. To promote the campaign and the cause, we developed a range of themed communications template materials for food banks’ use and supported with national initiatives. New strategies resulted in participation of 40% more food banks, 98 media hits and $590,000 in donations. This campaign was recognized with IABC Ovation awards for Media Relations and Social Philanthropy.
March 30, 2017