Social Marketing Plan - Hunger

Background, Purpose and Focus

Background: The social problem of ‘Hunger’ in Toronto being confronted on behalf of The Toronto Daily Bread Food Bank is the focus for this Marketing plan. Meeting the ever-increasing demands for the services and programs offered by the Daily Bread to less fortunate members of the Toronto community is consistent and significant problem.

As the largest provider of emergency food relief in the GTA, Daily Bread clearly supports a worthy cause. According to their 2010 survey, the overall number of visits to food banks across the GTA in this past year peaked at over a million, which represents a 15% increase since 2009. Even more concerning are the survey results that indicate 34% of food bank visitors are children and 39% of adults actually go hungry each and every week! (Daily Bread Statistics)

Demands for food banks like Daily Bread are on the rise in the city of Toronto, and it is becoming increasingly difficult for the food banks to cope with the extra traffic. According to Daily Bread’s survey results, 27% of GTA food banks currently lack adequate funding and 31% of food banks do not have enough food to meet the needs of Toronto’s hungry (Daily Bread Statistics).

In addition to increasing demands form within the community for the services Daily Bread offers, discussions directly with the Daily Bread’s management has revealed more problems. As of late, the Daily Bread has experienced the loss of various corporate partnerships from National (Canada) Grocery chains, as well detected a gap in support offered by young adults in Toronto.

Purpose/Focus: This campaign has been designed to help the Daily Bread meet their increasing needs through the forging of corporate partnerships from local Grocery chains. The donations received from partnerships will help meet the demands faced by the Daily Bread for the services and programs they offer to the less fortunate in the GTA.

The focus of our social marketing campaign is to...