Challenge:
For most Londoners, hunger is something that happens elsewhere. But here, in one of the world’s richest cities, 1 in 4 families struggle to afford food. Nor are these unemployed or ‘economically inactive’ – they are working families. The Felix Project is a small charity that wants to make a big impact on alleviating this problem.
Strategy:
Make it impossible for Londoners to avoid confronting the problem. Go large, get in everyone’s face. Use the same techniques as a classic disaster relief appeal.
Inside:
The great thing was that, despite being a small charity, The Felix Project knew how to punch well above their weight. They had recruited ambassadors such as Fearne Cotton and Jamie Oliver, and persuaded media owners such as JC Decaux to give them some of the most impactful OOH sites including Piccadilly Lights. We just needed to connect all their efforts to generate donations.
Out:
The Winter Appeal 2022 was built around a simple but iconic image of an empty plate, to take full advantage of the media we were able to design for.
Results:
Within 5 weeks of launch we had raised funds for a million meals, eventually raising enough to put food on 2.45 million plates to feed hungry London families.
Links to the work:
Campaign film: https://vimeo.com/1057871883/8e02693b6f
Picadilly PR activity: https://vimeo.com/978201025
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