Making Hunger Visible

Client: The Felix Project

The Felix Project’s Winter 2025 campaign transformed a limited budget into a powerful movement for London’s most vulnerable, exceeding fundraising targets and achieving a remarkable 9:1 ROI. Moving beyond general local pride, the strategy pivoted to a raw, emotional confrontation with the hidden hardship of childhood hunger. By highlighting that hundreds of thousands of London children suffer in plain sight, unseen in playgrounds or school runs, the campaign leveraged the universal truth that nothing hits home harder than the sight of a child suffering. This emotional core made the invisible visible, ensuring that no one could ignore the reality of families skipping meals so their children could eat.

The campaign made this crisis tangible through a compelling creative execution by The Maverick Group. AI played a key role, generating campaign photography and powering JCDecaux’s Optix creative pre-testing tool, maximising effectiveness once live. Supported by JCDecaux UK’s Community Channel, the Out-of-Home campaign delivered 29 million impressions delivering brand impact across the city. The multichannel approach included Google display and paid social, driving prompted brand awareness to 19% and consideration to support to 71%. The appeal exceeded individual giving targets by 5% in difficult economic climate. Digital engagement soared with website users increased by 263% leading to an 18% rise web donations and a +36% in average gift value. Through the clever integration of new technology and high impact media, the Felix Project proved that emotionally resonant storytelling can turn a limited budget into a life-changing windfall for London’s hungry.