Case studies

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Food Secure Canada

Putting people’s need for food at the centre of policies
Food Secure Canada

Introduction

Founded in 2006, Food Secure Canada (FSC) is a national food security organization with a diverse and expanding membership made up of over 58 organizations including food businesses, indigenous organizations, community organizations, community food centers, food banks, and international development organizations, as well as hundreds of individuals such as farmers, fishers, academics, dietitians, teachers and public health officials.

FSC’s purpose is to improve food security by engaging and supporting Canadians in creating a more sustainable and just food system. It has three broad goals: eliminating hunger, creating a sustainable food system, and ensuring healthy and safe food for all.

Services Delivered

  • Custom WordPress website development
  • Custom website design
  • User interface and experience refinement
Food Secure Canada

The Ask

During the months leading up to the 2019 federal election, Food Secure Canada ran the second edition of their Eat, Think, Vote campaign. The primary campaign goal was to ensure that food is considered an important election issue by showing the diversity of Canadians who want to ensure the National Food Policy will work towards a zero-hunger Canada. With over 50 community events across Canada, FSC provided a national forum for citizens to engage in an open dialogue with candidates and elected officials on the food issues that matter to them. In order to bolster strong campaign support, raise awareness, and increase event attendance, FSC recognized that a strong digital presence and campaign-specific website would be needed to boost the effectiveness of their campaign.

The Solution

It was quickly determined that the Eat, Think, Vote campaign would require an event-centric website to provide a platform for community organizations to organize and share events, raise awareness, and to surface key messages of the campaign dialogue. A custom events map and calendar were created to visually showcase each event, highlighting the quantity and availability of events as well as the diversity of locations across Canada. A striking, highly illustrated visual style was also chosen to create a campaign that would resonate with the target demographic of voters and concerned citizens.

Food Secure Canada
BOOK

“I'm so glad that we trusted Weight Creative to put together our campaign website. They understood the non-profit sector well and were able to translate our vision into reality, all while respecting deadlines and being very communicative. I would not hesitate to recommend them for future projects.”

– Rachel Cheng, Campaign Director, Food Secure Canada

Food Secure Canada

Results

During the three months the campaign was active, the website saw over 16000 visits, with an average user visiting the website for over two minutes. Over 60% of English users and 70% of French users funnelled from the home page directly to the ‘Act’ page – a key conversion point for this campaign. During the campaign, the website was host to over 55 events Canada-wide, to which 25% of website traffic organically navigated towards.

Food Secure Canada

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