An Award Winning Guerilla Marketing Campaign to End Hunger

We worked with the Daily Bread Food Bank (DBFB) to create a guerilla-marketing campaign to reach their goals of:

• creating curiosity about the campaign
• driving traffic to an informative website, and
• engaging individuals to petition for anti-poverty legislation.

In collaboration with the DBFB team, we developed a remarkable marketing concept, a campaign name, visual design, strategic plans, media plans and a unique guerrilla marketing campaign.

“Hungry City – Make Your Mark” was implemented throughout the greater Toronto area. With advertising in public areas such as sidewalks and street-lamp posts, the campaign’s bright colour palette and spray-painted graphic design were highly visible. To further engage citizens “Hungry City” included a website, web banner-ads, bus designs, street teams, sidewalk chalking, posters, buttons, bags and collateral.

The Hungry City campaign garnered public and media attention prior to a provincial election.

More than 15,000 signatures and pledges were gathered in support of the anti-poverty movement. The campaign is credited for influencing the Child Poverty Bill, which passed in 2007. In 2011, the campaign design won an RGD Social Good Award.

This project was awarded a ‘SoGood’ from
RGD’s Social Good Design Competition