Stephen Thomas brings complex issue to the table
Food Banks Canada has launched a new awareness campaign that includes television, print and online public-service advertisements along with a website where Canadians can sign a pledge to eradicate hunger.
The television PSA depicts a group of people seated at a long table passing a basket of bread while a narrator identifies root causes of hunger, such as unemployment, illness and child poverty.
The spot directs viewers to a website, SayNoToHunger.ca, where visitors can learn more about the causes of hunger and those who struggle with it. Visitors to the site are also asked to sign a “Say No to Hunger” pledge by filling in their name and contact information.
Creative was developed by Toronto agency Stephen Thomas, a full-service firm that specializes in work for non-profit clients.
Heather Nelson, director of development and partnerships for Food Banks Canada, said that although the website includes a space for online donations, the primary purpose of the campaign is to drive awareness.
“We will be following up and asking for them to provide financial support for our work as well, but at this stage the pledge is really just a pledge to say that it’s unacceptable in Canada for so many Canadians to be hungry,” said Nelson. “It’s phase one of what we hope will grow into other things.”
The website launched Tuesday and Nelson said the PSAs would roll out on television, in print and online in the next few days.
