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The Felix Project Filling empty plates: Getting Londoners to confront hunger in the capital
Advertising & creative · Brand & comms strategy · Content & film
Making Londoners confront the hunger on their own doorstep.
The Impact
The results.
£1.5m
Income raised over three years
10:1
Fundraising ROI in 2024, up from 7.5:1 in 2022
46
New corporate partners secured
The 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.
The 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.
On the Inside
The great thing was that, despite being a small charity, The Felix Project knew how to punch well above their weight.
On the Outside
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.
"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 Project’s fight against hunger in London but created ongoing sources of donations for us."
Director of Income Generation and Marketing, The Felix Project
