The Hunger Ghrelins campaign has been strategically implemented to utilise different media executions to target the audience at different stages to maximise results.

Each media format has been carefully considered, curated and executed, rather than simply rolling out the same creative across different platforms.

This includes, but is not limited to a film, various OOH, a bespoke website, a social campaign, unpaid influencer PR, and a donation driving toy available in supermarkets and shops across Western Australia.

Foodbank WA is an organisation that provides food insecure people across Western Australia with access to nutritional food, no matter their situation. In 2023, Foodbank released its Annual Food Report, revealing an ominous reality. 

A staggering 250,000 Western Australians are facing severe food insecurity, and of those, 116,000 are children. This showed an increase of 80,000 households regularly going without food from 2022 to 2023.

85% of Western Australian households experiencing food insecurity said this directly resulted from the cost of living. This often means deciding between paying for everyday needs like electricity or food, or heartbreakingly, whether you or your child gets to eat. With no sign of cost-of-living decreasing, these numbers are predicted to grow.

Foodbank WA needed a campaign that would increase awareness around food insecurity, drive donations and ultimately, bring hope to hungry Western Australians.

Christmas is a time in Australia, like most of the world, where people indulge in feasting. Our launch time took advantage of this to drive empathy.

Equally our execution being a donation-driving toy, made available in supermarket shelves next to Christmas treats, again amplified relevance and empathy.

Being a toy, our medium encouraged further conversation amongst families at a time when they might be indulging in playtime and eating – driving awareness.

Western Australia was particularly hard hit by the cost-of-living crisis at the time of campaign launch.

Government and society as a whole were becoming more and more reliant on organisations such as Foodbank.

Think of the last time you were hungry. Did it feel like a creature grumbling in your tummy?

That feeling is caused by the hunger hormone, ghrelin. You can’t see it, but you can feel it, and the more ghrelin released, the hungrier we feel.

But as hunger is invisible, how can we fight what we cannot see?

The Hunger Ghrelins.

The educational, entertaining, and donation-driving campaign that brought conversation around the physical and psychological effects of hunger out into the open.

Our animated tale of hunger hormones and hope was told through film and OOH – quickly followed up with toy. Proceeds from each kit purchased funded meals for hungry Western Australians. And their creations were shared across socials, driving more awareness and donations.

The strategy behind The Hunger Ghrelins was dual-pronged. The purpose? To raise awareness and educate around hunger, and increase donations, providing meals to those facing food insecurity.

A film and OOH campaign lead people to our bespoke website, telling our story of hunger, hormones and hope. Visitors were taken on an animated journey into the stomach of a hungry child – where the Hunger Ghrelins roam.

A world of irritability, distraction, and frustration.

Hope came in the form of a donation-driving Hunger Ghrelins Toy for $15 – with proceeds providing meals for those in need. The website encouraged further awareness and donations with social sharing.

Toys were made available in supermarkets across Western Australia in the lead-up to Christmas, and supported by advertising: OOH, film, radio, social media and influencer PR.

DONATE – CREATE – ACTIVATE

The Hunger Ghrelins has been executed across multiple media formats, engaging our audience to interact with the campaign at different times throughout the ongoing campaign timeline.

A film, OOH, and radio executions lead people to our bespoke website, telling the story of hunger, hormones and hope.

The website acted as a storytelling platform and a direct path to purchase; people could buy their Hunger Ghrelins kits. Furthermore, the website encouraged people to donate directly to Foodbank WA and to share on social media, creating even more visitors and donations.

The toy sold in supermarkets and shops across WA, supported by social media, including influencers promoting The Hunger Ghrelins across their own channels, expanding the reach of The Hunger Ghrelins campaign.

Three months into a 12-month drive, The Hunger Ghrelins campaign results have been beyond expectation.

NOTE: The population of Western Australia is: 2.7 million.

Our earned influencer reach is at 263,195*.

Estimated potential reach* is at 15.8 million.

*Numbers provided by Cannings Purple PR.

By far the most overwhelming number has been the 1.5 million meals provided to Foodbank WA during the time of The Hunger Ghrelins campaign – putting much-needed food on the tables of Western Australians facing severe food insecurity.