When people think about donating to a food bank, a majority think to donate non-perishables. Mississauga based food bank, Eden Food for Change, was receiving more than enough non-perishables to serve their members, but needed more financial donations to help them get the fresh foods they really needed, and to support their nutrition education programs.
BTI developed the “Think Outside the Can” campaign to challenge the way people donate by showing them the benefits of monetary donations vs. non-perishables. Executions included creation of an infographic and direct mail flyer, a microsite with quick links to donation pages, and a print ad.
The campaign was launched to a receptive crowd at their annual Hunger Awareness breakfast event, and with the help of generous donors and corporations, exceeded financial donation targets with a total of $25,900 raised, and a significant increase in fresh food donations.