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.
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.
Strategy
Creative
Studio
Film
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.
The Winter Appeals in 2022 and 2023 were built around a simple but iconic image of an empty plate, to take full advantage of the media we were able to design for.
For the Winter 2024 campaign we focused more on the human angle, confronting Londoners with the reality that hunger in the capital wasn’t restricted to the most disadvantaged; that every Londoner most likely has neighbours who struggle to feed themselves, regular working people, just like them.
We couldn’t be more impressed with the results. The Maverick Group have been an incredible strategic and creative inspirational partner, and this campaign is a standout example of how they can turn their unique brand of impactful marketing into a brave fundraising campaign that not just supported The Felix Projects fight against hunger in London but created ongoing sources of donations for us.
