Foodbank NSW & ACT: Helping Foodbank raise awareness of food insecurity

students with food

CHALLENGE: We were engaged by Foodbank NSW & ACT to help combat the serious, but hidden, problem of food insecurity in Australia. Acting as a behind-the-scenes pantry to 566 frontline charities providing relief to the community, Foodbank had low visibility with the public. We had to raise awareness of the hunger issue and the growing demand for breakfast staples and shine a light on Foodbank’s role.

STRATEGY: We hosted a fundraising Big Breakfast to coincide with Anti-Poverty Week and the launch of the third annual Foodbank Hunger Report. We secured the attendance of NSW Premier Mike Baird, 30 school children and nutritionist Dr Joanna McMillan, to offer media a range of interview opportunities. We also worked with Chris Bath to pre-promote the event on social media.

IMPACT: We achieved engaging social media content and almost 160 pieces of media coverage, including high-profile coverage across TV, radio and print. The appeal raised $65,000 for school breakfast programs.