Foodbank is Australia’s largest hunger relief charity but it has a very limited profile. While many charities have explored issues of poverty, there was limited data that showcased the scale of hunger in Australia and who was being affected. Without formal data, Foodbank struggled to gain attention from the media, the general public and sufficient funding from the government.
End Hunger

INSIGHT

Red Agency was engaged to raise awareness about the scale of hunger in Australia, so we developed a campaign positioning Foodbank as the authority on the issue and an integral part of the solution. The inaugural End Hunger in Australia report was Australia’s first formal report into hunger, presenting a robust and comprehensive overview of the problem, the issues surrounding it and what can be done.

DELIVERY AND EXECUTION

1.    Creating the countries first-ever End Hunger in Australia report – We reviewed analysis from Deloitte Access Economics and identified the strongest angles for the report (and media outreach). We worked closely with the design team and Foodbank to create content.

2.    Telling the real story – To combat stereotypes around hunger in Australia, we visited welfare agencies to discover real stories of people who rely on food support. Photos and quotes were captured to showcase the variety of individuals and families.

3.    Localising for states – Foodbank is a federated structure, with individual organisations operating in every state and territory. We provided each team with a local version of the report (e.g End Hunger in NSW) and a tailored media relations strategy to engage with state media outlets.

4.    Parliament House Launch – We worked closely with the Department of Families, Housing, Community Services and Indigenous Affairs to organise a mal launch in Parliament House to present the key findings to members of parliament.

5.    The ‘Hidden Faces of Hunger’ Gallery – We created a pop-up gallery ‘The Hidden Faces of Hunger’, featuring real people that rely on food relief every day, to support the launch of the report.

RESULTS

• We secured over 90 media items for the launch of the report with highlights including: The Project, Channel 10 News, Sydney Morning Herald, The Australian, AAP, The Daily Telegraph, mX, 2UE, 6PR, 3AW, and ABC News Breakfast and ABC Radio across the country.
• 12 MPs attended the launch, where Jenny Macklin, Minister for FaHSCIA, spoke and key findings were presented.