The Hunger Free Future Campaign

Facebook UK

Agency: The Trussell Trust

The UK has the sixth largest global economy by GDP, and had an unemployment rate of just 3.9% in 2019. Despite this, many people don't know that use of food banks in the UK has reached a record high. Many people are trapped in poverty in the UK. In fact, more than 14 million people are living in poverty - including 4.5 million children. This has been worsened by the effects of COVID.

The pandemic continued to trap people in poverty, meaning they cannot afford essentials like housing, energy, and food. This impacted every demographic, but particularly young families. While food banks work hard to cope with increased need in their areas, we are working to create long-term change. Everyone should be able to afford the essentials in life, like food.

Working towards a long-term vision of ending the need for food banks in the UK, the Trussell Trust and Facebook built and ran a 2-phased national awareness campaign in November and December 2020, including a mix of non-interactive and interactive formats (polling, AR filters, playable ads) and grocery industry collaboration (article and easily amendable creative assets for grocery clients to use in social media).

The campaign received outstanding results, reaching 13 million adults in the UK, with a significant rise in Ad Recall (brand lift study results), compared to the non-profit EMEA norm. There was also a significant rise in people willing to take action, with more than 10k registering as long-term supporters to aid the trust.