Red Agency Sydney creates new 'Bridge the Hunger Divide' campaign for Foodbank

bridge bank.jpgNew research commissioned by Foodbank and released today, reveals that nearly three quarters (74.8%) of Australians now believe that the country has a distinct two-track economy.

This confirms that many people are doing it tough which is the daily experience of Foodbank, so the country's largest hunger relief charity is launching an ambitious campaign, Bridge the Hunger Divide, to highlight the link between our current economic situation and the growing problem of hunger in Australia. Currently two million Australians, or 1 in 10 people, rely on food relief at some point during each year, around half of them children.

To raise awareness of this largely hidden problem, PR company, Red Agency worked with Foodbank in building a giant sculpture of the Sydney Harbour Bridge made from food donated by 22 of the organisation's food and grocery industry partners in the shadow of the real Harbour Bridge on UN World Food Day, Sunday 16 October. The public is being asked to come down to The Rocks with food donations of their own to add their support to the awareness-raising event.

People are also being encouraged to back the campaign online by pledging their support on the Foodbank Facebook Page. Each 'Like' will help to create a virtual bridge and spread the word ahead of the construction of the real thing on Sunday 16 October.

According to the new research, which was undertaken to gauge the Australian public's awareness of food insecurity, opinions on the two-track economy differ by age group with younger people less inclined than older people to believe it exists:

·     65.1% of 18-24 year olds and 64.5% of 25-34 year olds believing there is a distinct two-track economy.

·     82.2% of 55-64 year olds and 81.1% of 45-54 year olds saying it exists. The figure stands at 79.5% for those that are 65+

There are also differing opinions between states with the highest number saying there is a distinct two-track economy coming from Tasmania (80%), South Australia (77.9%) and Western Australia (76.5%). The lowest number could be found in New South Wales (69.2%) and in the ACT (68.32%). Victoria and Queensland surveyed at around 75%. The ACT had the highest number saying 'no' there is not a two-track economy with 18.8%.

Says John Webster, CEO of Foodbank Australia: "The two track economy is real.  As a result far too many Australians cannot afford to take care of basic needs and hunger is the largely hidden social outcome with many victims suffering in silence.  The victims could be a child, unemployed, an elderly person in your street or any one of a number of people who are on the wrong side of the hunger divide in this the 'lucky country'. Over the past year Foodbank has distributed sufficient food for 28 million meals, which helped feed 75,000 people a day. But we need more. We need enough food for 175,000 meals a day to help feed Australia's hungry. We want everyone in Australia to get behind the Bridge the Hunger Divide campaign and help us close the gap."

James Wright, general manager of Red Agency added: "We wanted to design a simple creative that was easy to understand, visually engaging and provide us with a platform to talk about the great work that Foodbank undertakes. The bridge enables us to do just that, tell the Foodbank story, showcase their food industry partners, engage consumers and of course raise awareness of the hunger issue."

Foodbank Australia is a not-for-profit, non-denominational organisation that seeks and distributes food and grocery industry donations to over 2,500 welfare agencies around the country in order to feed the hungry. The Bridge the Hunger Divide campaign is supported by:  Aldi, Cerebos, Coles, Ferrero, George Weston Foods, Goodman Fielder, Green's General Foods, Heinz, Johnson & Johnson, Kellogg's, Kimberly-Clark, Kraft Foods, Nestlé, Oriental Merchant, Primo Smallgoods, Sanitarium Health & Wellbeing Company, The Smith's Snackfood Company, SPC Ardmona, Sugar Australia, Unilever, Woolworths and Yum! Brands. Additional support is provided by Red Agency, Euro RSCG and Digital Tsunami.

Red Agency Team:

James Wright, General Manager
Natasha Carroll, Account Executive
Brittany Roper, Senior Account Executive
Benjamin Fayol  Senior Account Manager
Anthony Dever, Digital Strategy
D'Arcy Hooper, Digital Operations Manager


Gordy22 said:

Lovely campaign idea. Good on 'em. With the way things are going there are gonna be a lot more people needing support like this....

BrianD said:

great concept, works well with the charity - hope it doesn't rain. May be next year you can have a sculpture of Shane Warne, make it from weight watchers. All the best.

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