Heinz has revealed their plans to feed the disadvantaged children of the United Kingdom through their new interactive campaign which draws awareness to how children’s focus can be affected when going to school hungry. In collaboration with the Magic Breakfast charity the campaign will feature interactive billboards designed by Ocean Labs.
Bringing to life the daily challenges faced by children who go to school hungry, Ocean’s state-of-the- art LookOut technology will provide an interactive experience showing the severity of the issue being felt by children up and down the UK.
As passers-by approach the billboards, they will be able to clearly read the sentence ‘This is how hard it is for kids to focus when they’re hungry’ but the longer they stare, the sentence will become difficult to read and float away from their gaze. When a donation is made to the cause, the text will become legible once again.
“At Heinz, we strongly believe that no child should be too hungry to learn, that’s why we’ve already pledged more than 16 million meals to Magic Breakfast to help those at risk of going to school hungry. By donating through these billboards, you will be contributing toward helping some of the most disadvantaged children in the UK, helping to ensure these pupils can start their day with the energy and nutrition they need to make the most of their morning lessons!” Heinz Beanz brand manager Lucy Cooke expressed.
Magic Breakfast has worked with over 1,000 partner schools in disadvantaged areas to deliver nutritious breakfast, now including Heinz No Added sugar Beanz in a bid to reduce childrens’ hunger.
Heinz’s campaign will exhibit interactive billboards designed by Ocean Labs across the UK with 30% of children living in poverty in each of the nine locations.
“We’re so excited to be working with Heinz on this interactive campaign. There’s still a lot to be done to raise awareness of the scale and impact of child hunger in this country, especially the effect hunger can have on a child’s learning which has long-term consequences on that child’s life,” Magic Breakfast chief executive officer said.
The news comes as an estimated 1.7 million children in the UK had experienced food insecurity pre-pandemic with numbers only growing during the pandemic and due to the cost-of-living crisis.
Currently, inflation is at a three-decade high of 5.5%, according to the latest figures from the Office for National Statistics (ONS), with food and non-alcoholic drink prices rising by 4.3%, the largest jump in nearly a decade.
“It’s more important now than ever before that we continue our fight against child hunger with our brilliant partners Magic Breakfast,” Cooke said.
“As families up and down the country face increasing financial pressure, we hope that our immersive campaign will raise further awareness of the issue of child hunger and encourage widespread donations to a vital cause.”
Cooke added: “By donating through these billboards, you will be contributing toward helping some of the most disadvantaged children in the UK, helping to ensure these pupils can start their day with the energy and nutrition they need to make the most of their morning lessons!”
Full list of billboard locations:
- Birmingham Media Eyes South East
- Birmingham Media Eyes South
- Four Dials, Westfield Stratford
- The Screen, Trinity Leeds
- Eat Street, Westfield London
- Northern Ticket Hall, Westfield Stratford City
- The Screen, Printworks, Manchester
- The Screen, Monument, Newcastle
- The Totem, West Quay (Inbound), Southampton