DAIRY FARMERS OF CANADA
GET ENOUGH APP
Dairy Farmers of Canada’s research revealed that although awareness around the benefits of consuming milk had increased significantly over the last few years, 85% of Canadians were not planning on doing anything about it. Awareness wasn’t translating into action.
The Get Enough Helper App was launched 2 years ago in order to help Canadians take action. It currently allows users to track what they eat by submitting their daily food group portions. The app also includes tips and recipes for users to discover. The vision of the app has always been utility driven, but the app was mostly used as a tactic for DFC to communicate it’s Get Enough message alongside credible causes.
I teamed up with a talented UX designer to help the app live up to the “helper” part and make this the only app that gives users recommendations based on your eating habits. We therefore need to update the app and align all updates behind the same goal: utility.
We developed a cause marketing solution that provided newsworthiness, broke through the clutter and gave Canadians a reason to care and take action. The overarching strategy was centered around partner organizations, such as The Heart and Stroke Foundation of Canada, Osteoporosis Canada and the Colorectal Cancer Association of Canada to drive action for milk consumption.
Building the app for both iOS and Android allowed the user to easily keep track of their daily dairy consumption. The user experience was designed with the goal of keeping daily tracking simple, intuitive and quick through the central feature – the tracking wheel. The inclusion of partner organizations boosted motivation and linked dairy to preventative health benefits. For each day tracked, DFC would donate $1 on the user’s behalf to the partner of their choice.
©2025 REBECCA MCINTOSH