Best Advocacy Social Media Campaign, Best Non-profit Social Media Campaign, Best Public Relations Social Media Campaign

Entry Description: The Unboxing Hunger campaign was a social media-led initiative designed to reach Canadian families during the back-to-school season and shed light on the harsh realities of child hunger. 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, Save the Children 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 and Instagram who were looking for lunch ideas for their own children. 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 – to take a closer look at the items and learn more about the organization’s role in fighting child hunger. Impact: The social media campaign and strategy successfully amplified awareness on a national scale. Influencer Impact: Seven influencers helped drive over 7.5 million impressions, sparking meaningful engagement and extending the campaign’s reach. Social Engagement: Influencer posts generated 250+ direct engagements, fostering deeper audience interaction. Instagram Success: The campaign delivered over 9 million impressions and 4,600+ clicks, achieving a 0.05% CTR. Pinterest Performance: With 2.5 million impressions and 8,400 clicks, Pinterest achieved an impressive 0.09% CTR.

Contributors:

Chief Creative Officers:	Ramal Bhamra & Zach Abraham
VP Client Services & Strategy:	Matt Diniz
Creative Director:	Yura Kabasin
Associate Creative Directors:	Devin Bowie & Bruno Vargas
Art Director:	Charles Caboche
Senior Copywriter:	Tal Tom
Art Director :	Natalie Lynden
Account Director:	Alicia Poirier-Briant
Senior Account Manager:	Julia Zadvorna
Clients:	Jessica Bryant

US COMMUNICATIONS

Location: Canada

About the Agency:

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