The campaign was created by whiteGREY.
Community services organisation Uniting Vic.Tas has launched its annual Food For Families appeal, with a campaign that celebrates the donors and volunteers who help put food on the table for vulnerable people facing crisis.
Food For Families invites individuals, community groups, schools and businesses to collect non-perishable food and essential household items, to support people in crisis who access Uniting’s emergency relief services.
To help build awareness of the appeal, and encourage everyone to give back at Christmas by filling a box with donations, this year’s campaign tells the story of long-standing supporter, Eileen.
The hero film features Eileen as she ponders a modest pantry, picks out a jar, and adds it to an overflowing Food For Families box. This will be the sixth year Eileen has supported the appeal.
Aimee Suchard-Lowe, executive general manager of strategy and engagement at Uniting, says that the 28-year history of the appeal, which has supported thousands of families through tough times, is only possible thanks to continued community support – like the generosity shown by Eileen.
“Encouraging people to be benevolent at Christmas time is challenging given the number of charities appealing for donations – not to mention competition from retailers," Suchard-Lowe says.
"To make the Food For Families campaign stand out, we felt it was important to showcase community generosity and encourage others to be part of spreading joy this festive season and beyond."
With 39% of renters experiencing rental stress, 24,000 Victorians homeless, and more than 74,000 Tasmanians living below the poverty line, Suchard-Lowe says generosity like Eileen’s was more critical than ever.
“The sad reality is that with huge numbers of people experiencing poverty in our community, the demand for food relief is enormous. That’s why we are aiming to collect 70 tonnes of non-perishable food and essential household items this year.”
The regional and metro Victorian and Tasmanian-based campaign, extends across multiple touch points including free-to-air and catch-up TV, radio, social media and PR.
All campaign materials hero the people who make Food For Families possible.
“I’m thrilled with the ‘thanks to you’ narrative that binds together Food For Families this year and believe it sets the foundation for a record number of donations. That’s why Uniting extends heartfelt thanks to our partners who helped bring this to life,” she says.
A number of organisations collaborated with Uniting on a pro-bono basis to create the campaign, while 13Cabs and Golden Messenger offered gifts in kind to support the appeal.
To help stock the emergency pantries for Christmas and throughout 2020, Uniting is seeking 70 tonnes of non-perishable food and household essentials.
Production: Betty Wants In
Sound: Bang Bang Studios
Media: IKON and Mindshare
PR: Hill+Knowlton Strategies