2 million Australians go hungry every day. That’s nearly 10% of the entire population, a number so staggering it would take the help of Australia’s largest food manufacturers to really make a difference. Our goal was simple, to make the manufacturers aware of the problem and get them to donate their surplus food while costing Foodbank the least amount of money possible.

Every one of the companies targeted now donates their surplus food to Foodbank. Due to the increase in donations Foodbank is now feeding over 30,000 Australians every day, That works out to roughly 12 million meals served per year.

We precisely targeted the CEOs and key decision makers of food companies by sending them fake termination letters, tax department notices, overdue bills and foreclosure letters. In doing so we made Australia’s top earners personally experience just how easy it is to struggle to make ends meet. For the cost of a little creative time and some postage, we were able to answer the brief.