Foodbank raises awareness of food insecurity with ‘Dose of Reality’ campaign via Fight Group
In time for World Food Day, creative house Fight Group has today released its first integrated campaign for Australia’s largest food relief organisation, Foodbank.
The campaign takes aim at trendy green juices, coffee snobs, smashed avos and turmeric lattes, all to raise awareness of the food trend we should actually be following – food insecurity.
Says Brianna Casey, CEO, Foodbank Australia: “Food insecurity is when people lack secure access to sufficient safe and nutritious food for normal growth and development and an active healthy life. According to the 2017 Hunger Report, 3.6 million Aussies find themselves in this situation at some point each year.”
While you might picture the homeless or the unemployed, 48% of food insecure Australians are employed. Low income is a feature in 81% of food insecure households, with many fallen on hard times.
Despite its prevalence, very few Aussies realise food insecurity is happening.
Says Julian Frundt, strategist for the campaign: “During our research we found that most Sydneysiders hadn’t even heard of their city’s poorest suburbs, but were very aware of its most affluent. The same was true in Melbourne, though to a lesser extent. There’s a blind spot when it comes to those who are struggling in our communities.”
To raise awareness of the issue, Foodbank and Fight Group decided to talk to food-obsessed Aussies in a language they understand – green juice.
Says Mark Starmach, creative partner at Fight Group: “We created a cheeky green juice called ‘Dose Of Reality’. The bottle contains hidden ink, which reveals facts about Australian food insecurity as you drink it. It’s a bit of fun, but also points out a form of privilege we never usually recognise – food privilege.”
While there are currently no plans to sell ‘Dose Of Reality’ commercially, several fitspo Instagrammers and influencers have received deliveries, including Base Body Babes Diana Johnson and Felicia Oreb, Tully Lou and Dr Tim Robards.
The campaign also boasts a promotional video for ‘Dose Of Reality’, filmed and edited by Sydney-based cinematographer Timothy Oxford, which feeds into a user journey across multiple digital touchpoints including online, email, and targeted social content.
Says Casey: “We are thrilled to have the team at Fight apply their fresh perspective to the hidden issue of food insecurity. Fight is taking us into new territory to engage with the public and achieve our goal of raising awareness and engendering action on this issue.”
Frundt and Starmach became friends at their previous agency.
Says Frundt: “This is the first time we’ve had to be accountable to no one except our client and the public. It’s been challenging but rewarding. Small, self-led teams move mountains and we’re so grateful to Foodbank for believing in that.”
Says Starmach: “This is a very brave campaign for Foodbank, and it’s only getting started. We’re very excited to see what the future holds. Forget kale shakes and clean eating – food insecurity is the food trend we should be following.”
1 Comment
Hi,
As safe food and drink are called our life, insecurity of food may fall our live at risk. Certainly the steps of Foodbank is praiseworthy. We should learn from it and be aware of food insecurity. I also work for Food Recruiters farm specializing in food science jobs, food manufacturing jobs that may be helpful for any readers. For more please RFS Lot of thanks for the informative and useful article.