What was the project background?
The United Nations World Food Programme (WFP) approached us for support with a print and online campaign in Canada to raise awareness and support for its school meals operations around the globe, as well as show the well use of Canadian funds for their activity to open a new office in Canada.
What was the big project question?
How can we position WFP and raise awareness about the impact achieved with received funds in Canada?
What were the objectives?
Position WFP as a leading development organization ahead of the G7 Summit, emphasizing its strategy of nurturing communities and supporting other development initiatives through nutrition and food security.
Communicate how WFP's impact and work done with received funds was aligned with the Canadian government's work agenda, specially around gender.
How did we work through the challenge?
A design thinking, collaborative approach
Our team spent a full day with the WFP team to gather and agree upon all of the components needed to proceed with a design brief for the print and online campaign for school lunches. Through an interactive design session, we discussed past activities and communications efforts and defined a clear and agreed-upon overarching strategy and associated objectives for the campaign, in which WFP would position itself as a nurturer of communities, providing food to cover basic nutrition needs and empower women and families to then be able to contribute their highest potential to society.
Strategy and Creative Concept
Based on the conclusions and ideas gathered in the workshop, as well as research study provided by WFP, we found a key insight:
When girls are properly fed, they excel in their education, and thus, contribute to the overall wellbeing of communities.
This insight led to the creative concept of “Bringing Girls to the Table'' which focused not only on showing the contributions of well-nourished girls to their communities, but also exemplified WFP's role as a nurturer of communities. This concept had a gender story angle that aimed to resonate with the Canadian government, which was heavily investing in gender initiatives at the time. We helped the WFP team narrow down all the messages they wanted to communicate in one simple concept.
What were the outcomes?
As a next step, we designed several production-ready ads and wrote key copy to bring to life the campaign concept. The creative assets were used not only for the the campaign itself, but to set the guidelines on which future designers and communicators would be able to expand the campaign later.
The ads were placed free of cost in The Globe and Mail, a leading publication in Canada, as well as several other prestigious media outlets. The campaign was adopted globally by WFP, helping the organization communicate its positioning as a nurturer of communities and served as the central focus for G7 campaigns around school feeding and gender initiatives by WFP.