The Felix Project
The Felix Project

Supporting the fight against
food waste and meal poverty
in the capital

Overview

At Manifest, we greatly value our pro-bono work and any opportunity to support organisations that positively impact the world. And this sentiment could not be more apt in describing our most recent involvement with The Felix Project this Christmas.

London-based charity, The Felix Project, wanted to drum up donations for their Schools Programme Christmas Appeal: an initiative seeking to provide food to over 150 schools within London and help thousands of families facing food insecurity in the capital. With a strategy focused on creating as much noise as possible across social and local broadcast news, our mission was simple: to bolster The Felix Project’s profile and generate significant support for their donation drive.

Despite the UK food industry producing 2 million tonnes of surplus food every year, one in five adults in London experience food poverty. Of this, it is estimated that 70,000 children arrive daily in London schools without breakfast – with research revealing the damaging effects hunger can have on their behaviour, concentration, mood and subsequent academic achievement.

Driven by the belief that “no-one should have to miss a meal”, The Felix Project sought to place a spotlight on the scale of food waste within London throughout the month of December – and worked with us to drive greater awareness to their process of sourcing, saving and redistributing food to the most vulnerable people via a network of frontline London charities and schools.

In order to drum up awareness, we collaborated with brilliant social agencies – Social 8 and Food Tryb. With a roster of highly followed influencers our work with Social 8 allowed us to reach audiences far and wide, while Food Tryb’s community of foodie influencers – many of whom are passionate about food waste and sustainability – provided a platform for us to better target and generate discussion within the food space.

In both instances, our collaborations ultimately allowed us to stir profound conversation across social and ensure considerable awareness was achieved. Tapping into the added reach of broadcast media, we also secured coverage with BBC London and London Live – giving viewers an opportunity to not only see the work of The Felix Project over the festive period, but the beneficiaries at the heart of their efforts. With donations for the ‘Our Schools Programme’ currently at £35,539 (with the original campaign target being £19,600), we not only achieved our aim but hopefully played our part in helping to combat food poverty in London!

“With Manifest’s help we were not only able to generate greater awareness around food waste and The Felix Project, but we were able to surpass our original donation target for our Schools Programme Christmas Appeal. With their support we will be able to keep bringing food to over 150 schools in London, better providing for the children and families who need our support this new year – Thank you Manifest!”

–     Jose Martinez, Marketing Manager at The Felix Project

© Manifest 2020