Second Harvest is Canada’s largest food rescue organization and experts in perishable food recovery. Second Harvest conducts research to better understand problems within Canada’s food system to ensure they can develop collaborative and common sense solutions. Collective Motion was engaged by Second Harvest to build an integrated awareness campaign leveraging proprietary research about surplus edible food produced by Canada’s food system.
We started by developing a media-friendly, simplified research report based on a highly technical research document. We named the report Wasted Opportunity: Rescuing Food in a Throwaway Culture. The name tied together the unnecessary waste of food and food insecurity to food inflation, which was driving a very strong news cycle. We leaned on this insight to develop a full campaign narrative, which we then threaded through various tactical elements, including a PR campaign, social media content, a TV public service announcement and virtual live presentation for key stakeholders, including media.
Collective Motion was successful in generating significant media coverage for the campaign, securing 80 pieces of high quality stories at major media outlets, including CBC, CTV, CP24, TVA and Le Journal de Montréal, totaling 20 million impressions in just two days. The research report was downloaded over 500 times on the day of the event and achieved its goal of positioning Second Harvest as the leading voice for ending food insecurity in Canada.