brief:
background: the daily bread food bank is a non-profit organization in toronto, with a mission to eliminate food insecurity, and advocate solutions to end poverty.
problem: research reveals that food insecurity leads to many people having to actually choose between eating, and paying their bills such as electricity. they are being forced to choose between very important living necessities because they cannot afford both.
“you shouldn’t have to choose” is copy based campaign execution that reminds people that being able to eat isn’t always an option for some people. they have to sacrifice to buy food in order to pay for other necessities. the copy reminds people what those other necessities are, and feel the need to donate the DBFB.
“the idea is to put into perspective the sacrifices the food insecure have to make”
print.
ooh.
