Not to undermine the many catastrophies around the world that are worthy of our attention and philanthropy, but there are children in our own communities going to school hungry. Toonies for Tummies wanted to bring attention to that and provide a very simple mechanic to help – a $2 donation at grocery store checkout. From store shelves to social media to grassroots initiatives and PR, this campaign drove home the problem and delivered huge results. What’s more, it also answered a major pain point in charitable giving: transparency by providing an online tracker where people could see exactly where their $2 donation was going in their community.

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(Chief Creative Officer, Capital C)