NATIONAL SCHOOL FOOD PROGRAM

Access to a healthy meal

SERVICES

PR Strategy
Campaign Development
Project Management
Media Relations
Influencer Marketing

SITUATION

Daniel Germain, founder and past president of Breakfast Club of Canada, created an advisory committee comprised of dedicated sector leaders from across the country to work with all levels of government and with existing student nutrition programs to develop the framework for the implementation of a National School Food Program. In July 2021, the advisory committee engaged WILD to create and execute a national public relations campaign, aligning with back-to-school season, with the goal of generating enough public awareness and pressure to compel the federal government to implement the mandate needed to bring a National School Food Program to fruition.

HIGHLIGHTS

Won a 2022 PR Daily Award for Best Public Affairs Campaign
Conceptualized the bilingual Canada Can Feed Kids Now / Le Canada Peut Nourrir Ses Enfants, Maintenant campaign and associated hashtag #twomilliontoomany / #deuxmillionsdetrop – intentionally designing a campaign name that would offer clarity about the issue and a campaign hashtag that would drive home the scale of the issue with memorable alliteration
Secured a partner agency to develop a microsite that acted as a campaign headquarters and housed all pertinent details, including easy-to-use email templates that the public could use to send a message to their Party Leaders directly from the site
Conducted a massive nation-wide mail out campaign
Built a digital toolkit to simplify the process of sharing about the campaign for stakeholder organizations including a campaign brief, digital postcard, FAQ, key messaging, sample website, social media and newsletter copy, and graphics that partners and stakeholders could use to reach internal and external audiences
Made outreach to media nationwide in both English and French speaking markets and secured multiple interview opportunities including a feature segment on National Breakfast Television
Drafted all copy and all other communications necessary for the entirety of the campaign
As a result of our combined efforts, both the NDP and Liberal parties added mandates for a National School Food Program to their federal platforms ahead of the fall 2021 federal election
Compiled a comprehensive digital media kit, which included a press release, key messaging, FAQs, committee member headshots and bios, and photography, ensuring a seamless process for any media interested in learning more about the campaign

Featured Coverage

“Thank you to you and your team Kristen, for your creativity, your flexibility, your professionalism, and obviously for delivering such outstanding results. Getting our message in front of 1.5 million Canadians through key influencers across the nation, despite what we were competing with that was well outside of our control, is truly amazing. Just like you! On behalf of the kids who don’t have a voice, thanks for helping us give them a stronger one. And please thank the extended team for us. First class and never missed a beat! The impact of your efforts will go far beyond this single campaign and will resonate immeasurably for a long time to come.”

Julie Dickson | Advisory Committee Member

WILD PR will help you create genuine connections with your audience by engaging media and developing partnerships with influencers that actually build traction for your brand.

NAVIGATION