The Felix Project Unveils ‘Empty Plate Emergency Appeal’ to Tackle Hunger in London

London’s largest food redistribution charity, The Felix Project, is launching the ‘Empty Plate Emergency Appeal’ to prevent 400,000 children from going hungry every day in London this winter. Created in partnership with integrated agency, The Maverick Group (TMG), the campaign aims to raise funds so that no child has an empty plate at mealtime.  

Shocking statistics show that the country’s poorest families are struggling to put food on the table. And, as the cost of living bites, the crisis is only set to deepen. Rising bills and inflation mean more and more families will experience food anxiety as we head towards the end of the year, and Christmas. The Empty Plate Emergency Appeal is designed to raise awareness and fill millions of empty plates with nutritious surplus food, so no child goes hungry. 

The appeal is set to run across TV, press, digital, social media and OOH. Flexible yet hard-hitting, it explains that even a small donation of £5 can provide 22 plates of food. The campaign’s powerful ‘empty plate’ image has been adapted for a number of channels, encouraging the  public to help feed those can’t afford to eat this winter.  

Tanya Mitchell, director of income generation and marketing at The Felix Project commented, “As any charity will recognise, in these enormously tumultuous times, raising awareness about  your need for funds, creating cut-through in a desperately competitive market, with donors impacted in their ability to give because of the cost-of-living crisis, means it is harder still to create a standout campaign. The Maverick Group has excelled by offering their creative expertise, their creative genius and by galvanising the whole agency in support. We own together a joint commitment to feed 400,000 children in London who go hungry every day!” 

“As a business, we have always believed in giving back,” says Carron Edmonds, chairman and co-founder of The Maverick Group. “The agency is London-based and we’re keen to do good here at a local level. We have a great relationship with The Felix Project and are proud to back this crucial cause. Through the Empty Plate Emergency Appeal, we’re supporting the communities around us in what has become a Cost of Eating crisis.”