Social and Influencer > Web Campaign
#ENDTHEPRICEHIKE
WAX, Calgary / FEEDING MY FAMILY / 2016
Overview
Credits
OVERVIEW
CampaignDescription
To overcome Canadian’s desensitization to starvation related messaging, we created Way North Foods – a fake grocery store that advertises real northern prices. The approach was unexpected, using the campiness and cliché’s found in deal-of-the-week ads to make a powerful point about the outrageous cost of food in Canada’s north and the impact it’s having on the families that live there. The integrated campaign drove people to endthepricehike.ca, where they could learn more about the issue and take action by tweeting at government officials, writing their MPs and donating to northern food banks.
Execution
During the first week we seeded the videos and social content in Nunavut related Facebook groups, chat rooms and message boards in an effort to activate the grassroots stakeholders. Once they began sharing the campaign we sent it out to news outlets and pop-culture blogs to widen the reach. This was followed by an intensive twitter campaign aimed at politicians, celebrities and journalists, encouraging them to support the issue and share it with their audiences.
Outcome
Nearly 40,000 Youtube views and tens of millions of unpaid media impressions.
Coverage on almost every news outlet in the country.
Support from politicians, celebrities and journalists.
Canadians engaging in activism by tweeting and writing their government officials.
A meeting between Inuit Tapiriit Kanatami (ITK) and Canada’s Prime Minister Justin Trudeau, the first time ever for a sitting Prime Minster.
Strategy
Since southern Canada makes up 85% of the population – the majority of them unfamiliar with the northern food crisis - the strategy was to speak directly to southern Canadians. To do so we needed to create something that was both familiar enough for our target to relate to yet unexpected enough to make our point stick.
Canada has one of the highest Internet penetrations in the world – with 8 in 10 Canadians online. In order to get the most reach for our message and encourage activism we knew we had to create something that could live online. And since we had no money for media purchasing, it was even more crucial that our campaign be shareable across social networks and online news outlets.
Synopsis
In Canada’s northern territory of Nunavut, food can cost up to 10 times more than the rest of the country – a harsh reality that has pushed many families to the brink of starvation and has led Canada’s Inuit to be declared the most food insecure Indigenous population in the developed world.
Feeding My Family – a Nunavut based advocacy group dedicated to raising awareness around food affordability in Canada’s north – had failed to gain traction for the issue using traditional guilt-trip focused public service appeals. They tasked us with creating a campaign that would break through the clutter and encourage activism.
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