Heinz
SILENCING KIDS’ TUMMIES
Capabilities:
It’s hard to imagine a time pre-Covid, pre-Marcus Rashford, when child hunger in the UK simply wasn’t on most people’s radar.
It was the country’s dark secret: millions of children were going hungry. And the stigma surrounding it made it hard to even start the conversation.
Heinz was on a mission to shine a light on that secret, and in the process drive donations to their charity partner, Magic Breakfast.
This is the story of how we told an animated children’s tale to turn a wall of apathy into a national moment of empathy, making child hunger an unignorable issue.
56M
Views of the ‘Silence The Rumble’ film
250K
Additional hot meals for kids around the country,
all thanks to campaign donations
8.4 million people living in food poverty.
1.8 million children at risk of going hungry with Covid-19 about to make it a whole lot worse.
Heinz and their charity partner, Magic Breakfast, were providing these kids with breakfast clubs.
But, at the start of 2020, who would have believed this was all happening in the UK?
Instead of 'sadvertising', we took a storybook approach.
One in five children going hungry is just a piece of data – hard to imagine, easy to ignore. We needed people to be able to visualise it.
After an initial emergency Covid response (where we committed 12m breakfasts to vulnerable children), we took a leaf out of the fairytale playbook and brought to life the story of that one child in five. Her name was Jess, and she was living in constant fear of a monster: ‘The Rumble’ of her hungry stomach.
'Silence The Rumble' was born.
We took our message to the heart of the conversation (social media), and used clever retargeting to drive donations.
