Agape Table is asking Winnipeggers to read between the lines through a series of print and radio ads in support of the inner-city soup kitchen.
The effort from McKim Cringan George (MCG) gives hunger a face, voice and story.
One print ad shows a young messy-haired girl, who claims to be doing well. Readers discover the truth however, when they read between the lines.
The copy reads: “I’m (good at lying to people about being hungry. I’ve been) doing (it for a while now. I tell them I forget my lunch, when) really (I never have one. My mom does as) well (as she can, but sometimes we need help.)”
Erik Athavale, senior account manager of the Winnipeg-based agency, said the effort reflects the not-for-profit’s commitment to treating its guests with dignity.
Often the guests tell you they’re doing well, when in actual fact, some of them are struggling to feed themselves and their families, he said.
“These are people like you and me who have fallen on tough times and require services like this in order to get through the day,” he said. “This is just one of the ways that helps them out–Agape provides a service that really helps them get back on their feet.”
Two 30-second radio spots tells listeners they wouldn’t necessarily know someone was hungry, just by looking at them.
“A lot of the people who seek the services of Agape Table aren’t necessarily going to be the people asking for handouts on the street,” said Athavale. “They’re proud, and it’s a private matter to them.”
The effort launched last month, with a second month-long flight set to launch at the end of November in time for Christmas donations. MCG handled the media buy.
