Food bank charity The Trussell Trust has launched a dynamic digital out-of-home (DOOH) campaign aimed at alerting consumers to the needs of their local food banks.
The ‘Put It On Your List’ campaign is aimed at increasing donation levels to food banks, while letting people know the items that are most needed at the food banks in their area, encouraging consumers to pick up add those products to their shopping list.
“The food banks in our network are seeing unprecedented levels of need. While we are grateful for every donation people make, there are certain items food banks run out of far more frequently than others,” said Lynda Battarbee, Director of Operations at The Trussell Trust. “This campaign is a great way to remind people of the ever-changing needs of our food banks and will help people to engage more effectively with what’s happening in their own local community.”
The geo-targeted campaign, which was created by TMW Unlimited and is running on Ocean Outdoors sites, highlights which food items are urgently needed, prompting consumers to purchase those items and drop them off at supermarket collection points. The ads also feature a QR code to enable people to make a direct donation to their local food bank.
The campaign is running until 30 June across DOOH screens in Newcastle, Manchester, Leeds, and Bournemouth.
“We’ve become so used to the presence of food banks that it’s easy to forget just how essential and ongoing those services are,” said Brian Brady, Creative Director at TMW Unlimited. “We wanted to connect that need with local populations in a way that informs and surprises them into action. Digital OOH is a great way to tap into urgency and local pride, empowering people to solve real needs as they arise.”
