Save the Children Canada is asking Canadians to open the “Child Hunger Lunch Box,” a physical and virtual lunch box that houses facts about child hunger and the nonprofit’s leadership role in fighting it.

To reach young families, Save the Children is enlisting social media influencers who will open a real lunch box for their followers as part of the “Unboxing Hunger” campaign, which launched last week. The campaign also appeals to parents on Pinterest who are looking for lunch ideas for their own children. The various tactics all lead to a campaign landing page where visitors can virtually unbox the “Child Hunger Lunch Box.”

Jessica Bryant, head of communications, media and public relations at Save the Children Canada, tells strategy the campaign includes several firsts for the organization, including production of the physical lunch box influencer kit, the interactive landing page and the use of Pinterest.

“The idea was built around the insight that although most Canadians know broadly about global hunger, they don’t understand the daily realities,” Bryant tells strategy. “For example, the average Canadian parent likely does not know what children in hunger crises resort to eating, or the resources our organization supplies. That’s why we created the ‘Child Hunger Lunch Box’: to bring things into perspective in a clear and relatable way.”

The campaign was created by Toronto creative agency Us Communications as part of its ongoing partnership with Save the Children Canada.

“We are working to build better brand recognition and a deeper understanding of the work our organization is doing in Canada and around the world,” Bryant says. “We believe the ‘Unboxing Hunger’ campaign not only brings the global child hunger crisis into focus for Canadians but also our brand and our organization’s role in aiding children in crisis.”

According to Save the Children Canada, conflict, climate change and economic instability limit access to nutritious food and threaten the lives of 153 million children worldwide.