Hope for ‘full tummies’ as multi-channel ad campaign for Feed London goes live

Civic has been working with Feed London to create a multi-channel advertising campaign to build awareness and raise funds, along with a clean and engaging new website.

The shocking fact is that 400,000 London children regularly experience hunger – a problem that becomes even worse during school holidays, when kids no longer have access to school meals.

Feed London works with social workers and referral agencies to identify the families most in need and then ships a big box of goodies, including healthy ingredients, tasty recipes and activities for the children, to each family at the start of the school holidays.

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Warm new website

Civic’s new website for Feed London significantly clarifies what they do, as well as details of how to get involved and a simplified donor journey.

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Understanding why we give

The ad campaign draws on research into recent giving trends, which show that people are much more likely to give to locally since lockdown, and food banks have been at top of the donor priorities.

Our campaign for Feed London highlights the desperate need, while creating a strong sense of local connection, and warm and engaging call to action – ‘The best gift you can give is a full tummy’ – which helps make poverty feel personal and close to home.

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With Civic’s team behind it, including stunning design by Naomi Atkinson and charming photography by Jacky Chapman, the campaign is sure to catch attention as it is rolled out across outdoor billboards and digital sites through summer 2021, as well as through major newspapers and digital advertising networks.

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