Brown Bagging for Calgary’s Kids
Brown Bagging for Calgary’s Kids is a grassroots charity whose strength is its simplicity. In operation since 1990, the organization makes and delivers thousands of free school lunches each day to young students who would otherwise go hungry.
The charity’s website was outdated and lacked the sense of engagement and fun that surrounds Brown Bagging for Calgary’s Kids. The organization’s people are energetic, outgoing and deeply committed, and the site did not reflect that attitude. It also failed to convey the excitement of working within this well-oiled machine to put nourishing food in the hands of hungry kids.
RedPoint’s team worked quickly to gain a deep understanding of the client, even to the extent of spending mornings volunteering in the BB4CK main kitchen. Then we put our storytelling expertise to work. In collaboration with the client, we designed and developed a new website from the ground up, with a fun and exciting look and feel. The copy put a finishing touch on the story, with newly written text describing BB4CK’s impact in a direct and personal way. Incorporated into the communications plan was an e-newsletter campaign to draw attention and drive traffic to the new site.