Providing food for the most vulnerable in lockdownLifestyle
In the face of school, workplace and public space closures due to coronavirus lockdown, food redistribution charity FareShare experienced a significant increase in demand for their critical service. FareShare urgently needed more volunteers and donations to help deliver food to those at increased risk of hunger during lockdown.
Our Greenhouse team mobilised in just three days, to create and launch a campaign to profile the work of FareShare and issue a call for help. We provided a press office function, set-up high profile media interviews, created social media graphics and worked with celebrities to lend a hand – from footballer Marcus Rashford to singer Alexandra Burke.
The campaign achieved widespread media coverage and influencer support, securing over 200 pieces of coverage with an estimated reach of more than 2 billion. Highlights included BBC Breakfast, BBC News at 6, ITV News, The Guardian, The Independent, Evening Standard, PA, Grazia, Good Housekeeping and more than 160 regional media articles.
Footage from the BBC news coverage featured in The Queen’s coronavirus address to the nation. Donations to FareShare more than doubled in the weeks following the campaign launch and the charity received more volunteer applications in a single week than for the whole of 2019, providing them with the resources to deliver vital food packages to those in need.