Hunger shouldn’t be an ending

Quebec is experiencing an alarming hike in the number of requests for food assistance. To support the Media Food Drive, we created a poignant campaign to expose Quebecers to the increasingly sudden arrival of hunger in people’s lives.

Challenge

Since 2001, during the lead-up to the holiday season, the Media Food Drive has collected donations of money and non-perishable food items on behalf of food assistance organizations throughout Quebec. After 24 years, continuing to capture the attention and generosity of Quebecers in the heart of December is as formidable of a challenge as is meeting the growing need for food assistance. The Media Food Drive turned to us to meet this challenge.

Solution

Emotion and truth. These are the pillars upon which we built our campaign. To show that, in 2024, food insecurity strikes without warning, we chose to tell stories inspired by lived experiences — stories in which one event triggers the arrival of hunger… and the end of the story.

In French, each story ends with the word “faim” (hunger), a homophone of “fin” (the end). In English, this storytelling concept is preserved by beginning with “once upon a time” and ending with “hungrily ever after,” followed by the tagline: Hunger shouldn’t be an ending.

“When we select an agency, we expect that they will respect our deadlines and budgets. Cartier did. We hope for an agency that listens and acts creatively. Cartier did this too. We dream of having collaborators who are motivated and committed. Cartier was both. The result: a campaign that lived up to our expectations, created with harmony and respect. A sincere thanks to the whole team.”

Denise Deveau, communications and media relations strategist – Agence 180DEUX / Media Food Drive

Work

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