Canadian Feed The Children 'Hunger Hurts' Campaign

Canadian Feed The Children is an independent, registered charity that works to alleviate the impact of poverty on children both here at home and throughout the world. Every year, Canadian Feed The Children creates a domestic appeal to help fight hunger in Canada that traditionally mails in the Fall to correspond with the timing of Canadian children going back to school.

For this year’s domestic appeal we created a unique word riddle that spelled out “HUNGER HURTS” in brightly coloured primary block letters across the front of the outer envelope. The letter “U” was missing from the headline, because we wanted to reinforce to donors that all that’s missing is “U” to help stop the hurt for hungry kids in Canada.

Strategically this idea incorporates elements of traditional kids games like hangman, with graphic elements familiar in popular adult game shows like “Wheel of Fortune” to create an impactful word riddle that immediately grabs the donors’ attention.

The inside of the package contains a very personal letter that tells the touching story of a child who once benefited from Canadian Feed The Children’s child and nutrition programs and who is now helping to give back to others in his community.

Results are pending and will be posted shortly.

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