The Breakfast Club of Canada is improving education by feeding hungry kids.

Working with The Breakfast Club of Canada, we see people putting their best efforts into feeding hungry kids on a macro and micro level. Sitting down with Media Manager Warren Fenton, we’re priveledged with a look at the good The Breakfast Club is doing from the other side of the camera.

The Breakfast Club of Canada

Canada is the only country in the G7 that does not offer a national food program in schools. The Breakfast Club of Canada has taken it upon themselves to change what is lacking nationwide.

“One in five Canadian children is at risk of starting school on an empty stomach. More than 20 years ago, Breakfast Club of Canada started its mission to nurture the potential and grow healthy students, giving an equal chance of success to all kids, one breakfast at a time.  Operating from coast to coast, the Club now helps feed over 200,000 students in 1,600 schools every school morning.” – The Breakfast Club of Canada

Warren, our team has worked with The Breakfast Club before but this time, we sent the team to Kelowna to capture on-the-ground footage. Can you tell us a bit about this project?

Warren Fenton: “This project involved RBC, they’re one of the corporate partners that donates to The Breakfast Club, among others. They donate in two ways: One is in terms of a cash donation which goes a long way because of the way they source their food. The Breakfast Club goes through wholesale channels and food banks and companies that own food divisions that will donate food. Each breakfast is roughly a dollar — their bang for their buck is huge. So, the financial donation that RBC provides allows The Breakfast Club to introduce programs into schools that didn’t have them before.

The Breakfast Club’s end goal is to be in every Canadian school.

RBC also provides volunteers who contribute their time preparing food and serving the breakfast. The company offers certain days to take time off work to contribute to the charity.”

Why were we in Kelowna, specifically?

WF: “We were in Kelowna for a couple of reasons. Namely, Angela Carey is a big contributor. This is a charity that [her and her husband Carey Price] support. They live in Kelowna so she came and was talking about why the charity was important. They like to support their own home community in a tangible way to make a difference.”

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Different perspectives from people behind The Breakfast Club

What was it like to work on this project?

WF: “Everyone was really great to work with. It was interesting seeing the different perspectives that each person we interviewed was able to give us. Angela Price, who is a long-time contributor, came from a community perspective. She sees the importance of this charity for her community and is able now to give back. The Price’s don’t have to do that. They could just live in their big house and relax, spending their money on funky wines. But, they’re seeing the need in a bigger way — there’s a lot of kids in their community who have a hard time getting enough to eat. It’s important to have that opportunity to eat and learn as much as they can in school. To do the most with the potential they have.

The Prices know that not contributing would leave kids behind in one way or another.

Vice-principal Michelle Kaupp was also a really great viewpoint. She sees the effect of it directly every day, every time. She has a feet-on-the-ground view, seeing the effect that it has on the individual child. It’s a very granular level.

To see [what The Breakfast Club accomplishes] from the perspective of a principal who interacts with the students and parents every day has a very personal effect.

Josée Desjardins, the Vice President of The Breakfast Club, has a global view of everything. She’s thinking nationwide — this is how many kids go to school without breakfast every day. She looks at the big picture.”

The differing tiers of perspective is a very powerful way to communicate a charity like this. You’re able to see how important it is on a community level, a personal level, and a nation-wide level.

WF: “This format is something we’ve developed with The Breakfast Club over a couple of schools. It’s actually something we’ve done almost every time we’ve gone to a school.

We’ve looked at different levels of support, from being the principal to being the donor to being the VP… It’s powerful to have these different levels.

We haven’t always been able to achieve this in the past because we don’t always have access to those people but, these are always the tiers we aim for. You’re always going to get different reasoning and perspectives because everyone is coming from different angles, essentially. The principal is a grassroots ‘this is my school’ angle, while the Prices, and to a larger extent, RBC, are taking care of their community. And then the VP, Josée Desjardins, is focused on helping on a national scale.

This time, we were actually able to interact with the kids a lot more too, posing them in the doorway and speaking with them.”

With charity marketing, the more human and personable you can be, the better. For this video, the differing perspectives leant an insight previously unattainable.

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