The challenge
When schools close for summer, free school meals stop and hunger starts for thousands of children across London. The Felix Project urgently needed a summer digital campaign to turn awareness of holiday hunger into donations from affluent London parents during the school holidays.
Our solution
We focused on the stark tension at the heart of the problem. Summer is meant to be a break, but hunger doesn’t take one.
We shaped a clear, emotionally direct proposition: ‘Because hunger won’t take a break… and neither can we’. A line that captured both the relentlessness of the issue and The Felix Project’s determination to keep showing up for families, week after week.
From there, we developed a set of digital-first creative routes designed to work hard across Meta, display and landing pages. The work deliberately contrasted the idea of carefree summer fun with the reality faced by thousands of families when term ends and support falls away.
Local relevance was key. Messaging reminded parents that holiday hunger is happening in communities just like theirs, and that a donation could make an immediate, tangible difference this summer. We delivered a flexible digital toolkit, including paid social assets, display banners and a landing page framework, all optimised for testing, click-through and conversion across formats and channels.
Outcome
A highly effective first summer appeal for The Felix Project, turning seasonal awareness into real-world impact!
The campaign raised enough to deliver 438,000 meals across the school holidays… the equivalent of feeding 10,500 children for the entire summer break. It also gave The Felix Project a proven digital framework to build on as they continue to grow individual giving and respond to rising demand during the holidays.
Related Work
Clients
We’re so proud to work with with a wide range of incredible charities and organisations. Our partnerships cover everything from animal welfare and disability support to humanitarian aid and conservation, showing our dedication to making a real difference across some of the world’s most important causes.
