Food For London Now and Help the Hungry
2021 Finalist

Food For London Now and Help the Hungry

The Evening Standard and The Independent

London, United Kingdom

Category Public Relations and Community Service

Overview of this campaign

We partnered with The Felix Project, which redistributes to the hungry surplus food collected from supermarkets and restaurants that would otherwise be thrown away in landfill. In nine months we:

Raised £10 million for The Felix Project to feed vulnerable people

Supplied an incredible 20 million meals

We reported how the number of people living in households experiencing hunger had risen by three million with 400,000 children in the capital going hungry or missing meals: a 250 per cent rise in food poverty since the start of the pandemic.

We broke the story that in December up to 10 per cent of queues at food banks in north London included university graduates - exemplifying how bad things had become. We splashed on shocking pictures of people queueing for food in central London amid the longest queues witnessed in living memory.

Donations poured in from corporations, philanthropists and ordinary members of the general public. To engage readers, we got celebrities to come out - with Olivia Colman, Phoebe Waller-Bridge, Jack Whitehall, Melissa Hemsley, Spurs footballer Moussa Sissoko and rapper KSI all going on the road to volunteer for Felix. The Duchess of Sussex gave her backing by zoom. We also activated the giants of the art world.

Damien Hirst and Sir Peter Blake made new art works that were sold on our behalf, raising over £1.7m. Sir Antony Gormley, Ai Weiwei, Tracey Emin, Anish Kapoor and Yinka Shonibare donated or auctioned pieces for our campaign.


Results for this campaign

On Friday 18 December, almost nine months after our launch and having kept up a blitzkrieg of coverage almost every day, we reached our goal of raising £10 million, which was celebrated across London by lighting up Piccadilly Circus and St Paul's.

Most importantly, because of our campaign and fund-raising, we had turbo-charged The Felix Project to quadruple its food deliveries. Because of our campaign, thousands of struggling families as well as the homeless, refugees, women in domestic abuse shelters, elderly shielded people and people with mental health issues had been supported in their hour of need. Helping the vulnerable not to worry where their next meal was coming from is the enduring legacy of this campaign.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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