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HUNGER AWARENESS WEEK September
#hungerweek is about activating Nationally, Provincially AND Locally to Raise Awareness of hunger in canada! 2
CAMPAIGN THEME: Draw the Line on Hunger:
A call to action for Canadians to understand and support Canada’s food bank network Invite Canadians to draw their line on hunger – design and share our creations to engage and raise awareness Social media as primary engagement and activation platform: digital canvases will be available via online media channels
SOCIAL MEDIA ENGAGEMENT EXAMPLES
This month, over 850,000 will be helped by a food bank. Isn’t it time to draw the line on hunger? #HungerWeek Hunger is not acceptable. Visit (hungerawarenessweek.ca) to see how Cdn’s have been drawing the line on hunger #HungerWeek #HungerWeek raises awareness for those in need. Consider getting involved & donate food, funds or time to your local food bank.
DIGITAL CANVAS EXAMPLE
CAMPAIGN ELEMENTS Social Media Campaign Network toolkit
Advocacy tools and outreach Media outreach
EARNED PAID OWNED -National Media outreach strategy -Visual social content & compelling posts across Facebook, Twitter, LinkedIn & Instagram -Sponsored posts on Facebook & Twitter -Social activation on hungerawarenessweek.ca and Foodbankscanada.ca and social media assets 7
NETWORK AMPLIFICATION RESOURCES
Network Toolkit Promotion & Media Advocacy Tools Social Media Media relations, promotion across multiple channels in advance and during Hunger Awareness Week. Localized material including a template press release will be included in the network toolkit Hunger Awareness Week website promotes network activities and events Raising awareness about hunger through social media and social activation . Content will be available on Food Banks Canada’s channels & easily shareable Food Banks Canada will be providing network with a toolkit to assist with activation needs: Toolkit includes: digital creative/web banners, printable and editable posters, media materials, local activation ideas. Resources available for network to engage with government (key messages, social sharables, printable postcard) Key Message: Focusing on poverty reduction at national and provincial level
LOCAL ACTIVATION IDEAS
Draw the Line on Hunger Image Wall Food banks can reach out to their clients, donors and supporters to contribute to their image wall “Draw the Line on Hunger” to display drawings as well as key stats about hunger. Wall can be used as part of media outreach and events during Hunger Awareness Week. Invite Politicians to Visit Food Bank By inviting key politicians to visit local food bank locations, food banks can have one-on-one time with high profiled decision makers to communicate action oriented advocacy messaging around hunger. Volunteer Appreciation Day Food banks can use Hunger Awareness Day as a platform to highlight their dedicated teams of volunteers. Food banks can announce to the public and the media their key volunteers and highlight those individuals or groups that go above and beyond to serve their food banks and communities. Food Bank Open House Welcoming the public, donors and organizations to have a tour of the food bank is a great way to showcase the work done by the staff and volunteers Documentary Screening and Discussion There are great documentaries available to the public that discuss the soci-economic issues of hunger and poverty, and can provide a deeper level of understanding of the struggles that people face on a day-to-day basis. Media Outreach: Use the media and messaging tools to reach out to media to develop a story about Hunger Awareness Week. Invite them to a launch event that kick starts the awareness campaign. Brown Bag Lunch Day Encourage companies and schools to hold brown bag lunch day, where individuals bring their lunch instead of purchasing it and donate the funds they would typically spend on lunch to their local food banks or food programs. Use Hunger Awareness Week Resources Ask partners to re-Tweet and share #HungerWeek social media posts, and ask their patrons/employees to also participate Put up Hunger Awareness Week posters wherever possible in your communities Share the Hunger Awareness Week banners to be promoted on local websites, in their eblasts etc. Advocacy Outreach Using advocacy toolkit, send postcards to government officials, request a proclamation; connect with politicians on social media
JOIN US THIS HUNGER AWARENESS WEEK!! SEPTEMBER 19 – 23, 2016
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