Grocery Foundation back with Toonies for Tummies

Non-profit organization The Grocery Foundation will ask Canadians on Thursday to open their hearts and wallets for hungry kids with the return of its annual “Toonies for Tummies” program and a supporting ad campaign.

In an effort to raise $1 million in consumer donations for local breakfast programs over a two-week period, consumers will be asked to donate $2 at participating supermarkets across Ontario and Atlantic Canada with all proceeds going toward feeding hungry children.

Toronto agency Capital C developed an integrated campaign called “Small change. Big change.” Elements include digital, radio and print ads along with in-store POS materials and a strong social media presence.

The campaign aims to make Canadians aware that they can make a difference in a child’s life with a singe two dollar coin. A 2013 survey of 1,500 Canadians sponsored by the foundation revealed that although 81% believed children in their community are going without breakfast, 60% thought the cost to feed kids a nutritious morning meal was between $3 to $10. Only one in five of those surveyed believed that a Toonie was enough.

“I was floored by the size of the problem” said Gary Watson, chief creative officer at Capital C. “We really want to get people directly at the cash , but we can also get them to have a clear understanding before they even walk in the store. Every small part makes a difference.”

Data from the foundation shows one in six Canadian children go to school hungry. In 2013, funding from Breakfast for Learning and Breakfast Clubs of Canada provided support for 355,000 children between the ages of 4 and 18, benefiting from school-nutrition programs across the country. The average cost of a nutritious breakfast provided by these programs is just under $2.

Capital C has also created a website that lets Ontario consumers track their donations back to local schools (the survey showed nearly 88% of Canadians said they are inclined to give more to a charity if they know where their money is going). In Atlantic Canada, the website showcases the local organizations involved in providing nutrition.

A video called “Toonies for Tummies: A toonie is all it takes to fill a hungry tummy” is also airing on the Grocery Foundation’s YouTube channel (below).

“Toonies for Tummies” begins Feb. 6th and runs until Feb. 20.

This article originally appeared in Marketing.

http://youtu.be/sQ2AdlP5VRw