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Pivot Etc.

Reflecting on 25 years: Hungry City

December 01, 2023 2 minute read

Pivot takes a look back at 12 very special projects to mark 25 years serving their clients

December is a month where want is keenly felt and many of us reflect on those less fortunate than ourselves. So to kick off our 12 month project reflecting back at some of the projects of which we are most proud to mark 25 years in business, it seems only proper that we begin with our 2007 campaign “Hungry City” for the Daily Bread Food Bank.

“Hungry City” was an advocacy campaign to engage the public to support the Daily Bread Food Bank’s efforts to lobby government to pass anti-poverty legislation. To do so we needed to create awareness of the importance of delivering food security to families across Toronto.

We needed to take the Daily Bread Food Bank’s message of fighting hunger to the streets. Pivot developed a full communications strategy and advocacy campaign to further the client’s ambitious legislative goals. Getting the public onboard was critical.

The campaign design was anchored by a bright colour palette and spray painted style to break through and create a sense of urgency and authenticity. A multifaceted effort, the campaign consisted of Advertising, a website, web banners, bus designs, sidewalk chalking, posters, buttons, bags and collateral to spread the word.

The response was gratifying. In attracting public and media attention, more that 15,000 signatures and pledges were gathered supporting the anti-poverty movement. But more importantly, maybe the only thing that really matters, Pivot’s work with the Daily Bread Food Bank is credited with influencing the passing of the Child Poverty Bill in 2007.

Design Team: Ian Chalmers, Marc Sullivan