Raising Awareness on Child Food Insecurity | Clapboard Ad Archive

Garde-Manger Pour Tous gives new meaning to holiday classics

Description

Garde-Manger Pour Tous gives new meaning to holiday classics is an integrated campaign launched in Canada in December 2019 to raise awareness about child poverty and malnutrition during the holiday season. Developed by Cossette for the nonprofit organization serving 3,000 underprivileged youth in the Montreal area, the campaign highlights the stark reality that one in six Canadian children faces food insecurity, with Montreal having the highest child poverty rate in Quebec. Central to the campaign is a reimagined Advent calendar that juxtaposes traditional festive treats with empty spaces, symbolizing the emptiness experienced by food-insecure children and reinforcing the organization’s longstanding tagline, Help Us Fill the Emptiness. This powerful visual metaphor appeared across outdoor signage, digital platforms, and social media, featuring three vibrant, artistically crafted designs by local illustrators Geneviève Bigué, LaCharbonne, and maxprevo. Beyond advertising, over 100 of these calendars were distributed to Quebec influencers and within the networks of both Garde-Manger Pour Tous and Cossette to amplify the message. The campaign’s creative depth was boosted by a strategic media collaboration with Cossette Media and the popular Quebec cooking blog 3 fois par jour, which was transformed visually with a fresh 0 fois par jour logo, empty plates, and themed recipe cards to disrupt visitors’ holiday meal planning moments and foster empathy. Additionally, strong partnerships with media outlets like Astral Media, Bell Media, La Presse, OBOX, Outfront, Ricardo Media, and UB Media expanded the campaign’s reach and impact. By seamlessly integrating compelling creative content with pinpoint media targeting, this campaign not only engaged audiences but also translated awareness into a meaningful call to action in the fight against child hunger during the holidays.

Credits

Client

Garde-Manger Pour Tous

Agency

Cossette, Montréal, Canada

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Campaign Proposition

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