The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Advocacy Social Media Campaign, Best Non-profit Social Media Campaign, Best Public Relations Social Media Campaign
Entry Description: The Unboxing Hunger campaign was a social media-led initiative designed to reach Canadian families during the back-to-school season and shed light on the harsh realities of child hunger. At the heart of the campaign was the Child Hunger Lunch Box—a physical kit that revealed what children in crisis often have to eat, alongside life-saving solutions provided by Save the Children Canada. To reach our audience, Save the Children used multiple tactics that fit the target’s social media habits. This included enlisting the help of food and lifestyle influencers who unboxed a real Child Hunger Lunch Box for their followers, as well as targeting parents on Pinterest and Instagram who were looking for lunch ideas for their own children. The various tactics all lead to a campaign landing page where visitors could open the Child Hunger Lunch Box for themselves – in a virtual format – to take a closer look at the items and learn more about the organization’s role in fighting child hunger. Impact: The social media campaign and strategy successfully amplified awareness on a national scale. Influencer Impact: Seven influencers helped drive over 7.5 million impressions, sparking meaningful engagement and extending the campaign’s reach. Social Engagement: Influencer posts generated 250+ direct engagements, fostering deeper audience interaction. Instagram Success: The campaign delivered over 9 million impressions and 4,600+ clicks, achieving a 0.05% CTR. Pinterest Performance: With 2.5 million impressions and 8,400 clicks, Pinterest achieved an impressive 0.09% CTR.
Contributors:
| Chief Creative Officers: | Ramal Bhamra & Zach Abraham |
| VP Client Services & Strategy: | Matt Diniz |
| Creative Director: | Yura Kabasin |
| Associate Creative Directors: | Devin Bowie & Bruno Vargas |
| Art Director: | Charles Caboche |
| Senior Copywriter: | Tal Tom |
| Art Director : | Natalie Lynden |
| Account Director: | Alicia Poirier-Briant |
| Senior Account Manager: | Julia Zadvorna |
| Clients: | Jessica Bryant |
US COMMUNICATIONS
Location: Canada
About the Agency:
Us [pronounced: ˈʌs] A small independent agency from Toronto that’s full of surprises. Whether it’s the work, the office space, or the culture, we’ve always done things a bit differently.