The Empty Plate Emergency Appeal

The Empty Plate Emergency Appeal was a powerful awareness and fundraising campaign developed by The Maverick Group and executed by The Felix Project, significantly enhanced by JCDecaux UK’s extensive media support. Amidst the ongoing Cost of Living Crisis, the campaign effectively raised awareness of food poverty in London using the stark symbol of an empty plate, while rallying Londoners around a common cause.

Generating nearly half a million (£499,400), during the winter giving season, the campaign surpassed its target by over 11%. JCDecaux UK provided premium OOH media placements significantly amplifying the campaign’s reach (tracking 16% prompted awareness), with a total of 23,764,801 impressions. The innovative and compelling visuals created by The Maverick Group, supported by these placements, resulted in increased public awareness, individual donations, and helped to add valuable corporate partnerships and engage with government stakeholders.