Ayaan Sadiq.
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Cause Campaign · 2026

Nourish Food Banks Canada, Give 5. Feed More.

A cross-platform cause campaign for Food Banks Canada, 'Give 5. Feed More.', built around a $5/month recurring micro-donation and a data-visualization advertisement showing how 100,000 donors × $5 = $500,000/month.

Client

Food Banks Canada (Cross-Platform Campaign)

Industry

Non-Profit · Cause Marketing

Role

Project Manager & Strategist

Year

2026

Wooden produce crates filled with fresh vegetables and bread in a community food bank warehouse.

Case Study · 14

"Small contributions equal large impact when the math is made visible. The donation isn't $5, it's 'me, plus 99,999 other people, equals half a million dollars a month.' Collective math beats personal guilt."

Objective

Encourage Canadians aged 25-55 with household incomes of $70,000+ to commit to a $5 CAD monthly recurring donation by translating Food Banks Canada's hunger data into a clear, action-oriented infographic distributed across Instagram, TikTok, Facebook and LinkedIn.

Result

A full cross-platform production plan: campaign overview, target audience analysis, brand vision (red/green/white, bold sans-serif), mixed-format infographic, post-production plan, four-platform distribution plan, performance measurement framework and cited sources from Food Banks Canada and PROOF (University of Toronto).

Deliverables

  • ·Campaign concept, slogan and value proposition
  • ·Target audience (primary, psychographic, behavioural, geo)
  • ·Brand vision (tone, color, type, visual codes)
  • ·Mixed-format infographic structure (Problem → Children → Solution → Impact → CTA)
  • ·Platform distribution plan (IG, TikTok, FB, LinkedIn, web)
  • ·Post-production plan and approval workflow
  • ·Performance measurement framework (engagement, CTR, conversions, reach)
  • ·References (HungerCount 2025, PROOF UofT)

Skills applied

Project managementCause marketingData visualizationCross-platform content planningBrand vision

01

Challenge

Food banks in Canada are experiencing record demand and severe shortages, especially for children, while traditional food donations remain inconsistent and inefficient. The campaign had to convert empathy into a low-effort, recurring financial behavior without overwhelming the audience.

02

Insight

Small contributions equal large impact when the math is made visible. The donation isn't $5, it's 'me, plus 99,999 other people, equals half a million dollars a month.' Collective math beats personal guilt.

03

Strategy

  • ●Lead every asset with the math: 100,000 × $5/month = $500,000/month.
  • ●Use a mixed-format infographic, charts + pictograms + short text, to move the audience from problem to children to solution to action.
  • ●Pick a tone that is empathetic, hopeful, action-oriented and clear; explicitly avoid overwhelming or overly dramatic messaging.
  • ●Distribute platform-natively: Instagram carousel + Story, TikTok animation, Facebook full post, LinkedIn professional version, embedded web infographic.

04

Execution

  • ●Led the project as PM and strategist, defined audience, shaped messaging, ensured cross-platform consistency.
  • ●Wrote the audience profile (adults 25-55, $70K+, socially conscious, digitally active on IG, LinkedIn, FB).
  • ●Defined the visual system (red for urgency, green for hope, white for clarity, bold sans-serif headlines, minimal body text).
  • ●Specified the infographic structure across five sections, each owned by at least two team members.
  • ●Mapped a three-week launch (campaign launch → supporting content → CTA reminders) with platform-native cuts.
  • ●Built the measurement framework around engagement rate, CTR, conversions and reach.

05

Outcome

  • ●A strategic, data-driven cause campaign that transforms complex data into accessible, actionable insight.
  • ●A scalable model, the math holds whether the donor pool is 10,000 or 1,000,000.
  • ●A reusable infographic template for future Food Banks Canada moments.

06

Key Learnings

  • ●Combining logic (data) with emotion (storytelling) outperforms either alone for recurring-donation behavior.
  • ●Simple, recurring asks beat single big asks for sustained non-profit funding.
  • ●A campaign with five sections needs five owners, not one creative bottleneck.

07

What I Would Do Next

  • ●Run the campaign and measure recurring-donation sign-up rate vs. one-time gift rate.
  • ●Build a LinkedIn-specific corporate-matching extension to compound the $5 model through employers.

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