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Food Banks Canada: Starve The Hunger
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Canadians are looking forward to their first “proper” Thanksgiving in three years. But for more than 5.8 million people living in a food insecure household, Monday, Oct. 10 will be just another day without enough to eat. Food insecurity is currently a growing problem in Canada, with the combination of rising food and housing costs pushing many families to the breaking point. According to Food Banks Canada, 1 in 8 Canadians currently face food insecurity, and the need for greater access to food cuts across all segments of society. To raise awareness of this critical issue at a time when food and full bellies are very much top-of-mind for Canadians, the national organization has launched the provocative “Starve the Hunger” campaign created by Toronto agency The Local Collective. The integrated campaign, which includes TV, OLV, cinema and out-of-home, is anchored by a striking two-minute video spot depicting hunger as a voracious caterpillar eating away at the very fabric of society. It opens on a young girl sitting in a room and drawing in a notebook, when she notices a ragged hole in its pages left by a hungry caterpillar. “There’s this thing,” says the accompanying voiceover. “It seems small at first, like something you don’t really notice. Something we don’t really need to worry about. But it grows. And soon it’s impossible to ignore.” As the two-minute spot continues, we see the caterpillar devouring the city and growing larger, eventually turning into a Godzilla-sized caterpillar atop a skyscraper.
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