Unboxing Hunger

Showing Canadian parents what food insecurity really looks like.

Save the Children Canada was looking for a way to build awareness for the global child hunger crisis and the important work their organization does to combat it.

During back-to-school season, we launched the Unboxing Hunger campaign, using a simple yet powerful symbol: a child’s lunchbox.

At the heart of the campaign was the Child Hunger Lunch Box—a physical kit that revealed what children in crisis often have to eat, alongside life-saving solutions provided by Save the Children Canada.

To reach our audience, we used multiple tactics that fit the target’s social media habits. This included enlisting the help of food and lifestyle influencers who unboxed a real Child Hunger Lunch Box for their followers, as well as targeting parents on Pinterest.

The various tactics all lead to a campaign landing page where visitors could open the Child Hunger Lunch Box for themselves – in a virtual format.

Ultimately, the campaign was a resounding success, not only elevating Save The Children’s presence in Canada but also driving critical awareness around hunger.