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10Million Meal Pledge

One in five children live in food poverty in the UK. To help combat this, BCW worked with Aldi to raise awareness of this heartbreaking issue, and get consumers involved in Aldi’s pledge to donate 10 million meals to families in need in 2021.

Personifying ‘Hunger’

To mark this ambition, BCW created an emotive animation - ‘The Hunger Monster’ - personifying the concept of hunger, to bring to life it’s devastating effects.
The poignant film sees a young child’s relationship with ‘hunger’ in a poem by Giles Andreae, whilst celebrated illustrator Lisa Stickley brings the story to life through the accompanying animation. 
The team secured the support of Marcus Rashford MBE, England footballer and campaigner, to narrate the emotional poem and throw his weight behind the campaign.
Moving people to donate
The animation has been viewed over 1.88million times and secured x580 pieces of coverage, culminating in a reach of more than 1.5billion. This included over x260 broadcast clips such as Good Morning Britain and Sky News. More importantly, the campaign drove consumers to act, donating just shy of £34,000 in the first three weeks. This enabled Aldi to enact real change and start to make a dent in the UK’s Hunger epidemic, donating 1,171,214 meals in just one month since the campaign launched.