Maple Leaf Foods

#UnCanadian

The Challenge

The Challenge was to drive attention and engagement in an issue that does not get a lot of attention, especially during a federal election.

Our Approach

We reframed not caring about food insecurity as something that goes against Canadian values,  i.e. equity, compassion, and inclusion.

Collective Impact

We built awareness, understanding and active engagement on the issue of food insecurity with 1.4 million vignette video views and over 65,000 Canadians engaging with our custom Instagram polls.

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