The Trussell Trust appeals to UK public to help people forced to make impossible decisions this winter
Every year, food banks in the Trussell Trust network face a 23% increase in emergency food parcels distributed over the winter months, compared with the autumn period. But this winter is going to be particularly tough as the rise in living costs combined with the cut to Universal Credit force more and more people to turn to food banks just to get by. The campaign emphasises the urgent need to help people facing impossible decisions this winter.
The integrated campaign starkly illuminates how hunger and poverty are forcing people to make impossible decisions between life’s essentials. Whether to heat their house or have dinner. Whether to buy a warm winter coat or switch the oven on for hot food. It gives the UK public a choice to make, will they help the people forced to make these impossible decisions?
Designed to drive donations to help the Trussell Trust fight hunger this winter and help stop people being pushed deeper into poverty, the campaign features a digital and DM appeal, social, press inserts, press adverts, partially-addressed mail, display banners and a PR activation.
Bryn Attewell, Executive Creative Director at GOOD Agency says “It’s an awful truth that people all over the UK are facing hunger every day, but if this year has taught us anything, it’s that we’re at our strongest when we stand together in the face of adversity. This is something we saw at the height of the pandemic when collective outrage and public backing from national heroes forced policy makers into action. With this campaign we want to capitalise on that strength of feeling by bringing the heartbreaking, impossible decisions that millions of people face into sharp focus.”
Justin Wylie, Head of Audience Insight & Engagement at the Trussell Trust says “Winter is a particularly tough time for millions of people as they struggle to cover the essentials such as heating, bills and food. With the cost of living set to increase, we are concerned that too many families will once again be forced into making impossible decisions and left with no option but to use a food bank.
Working together with GOOD Agency, our new campaign boldly illustrates the heartbreaking realities that millions of people will be facing this winter. By bringing to life these impossible decisions – like cooking a hot meal or switching on the heating – we hope to build public will to fight hunger and end the need for food banks, for good.”
Posted by Katie Daley
