Finalist
‘Ending Hunger Together: Play your Part’
by Twelve Marketing on behalf of Trussell
Summary of work
Rooted in the insight that Trussell’s purpose to ‘end hunger’ can feel intangible and overwhelming, ‘Play your part’ was designed to inspire hope, galvanise action, and demonstrate that collective change is possible. The campaign provided a simple yet unifying rallying cry: whoever you are, you have a role to play in ending hunger. Through a multi-channel approach featuring a hero film, social media assets, celebrity ambassadors and a digital toolkit for food banks around the country, the campaign successfully advanced public will and encouraged widespread participation. It achieved millions of video views, positive sentiment across social channels, and tangible action from a significant number of those who saw it. The campaign not only highlighted the urgent need to end hunger but also conveyed that change is possible when everyone plays their part. This activation marked a critical step in embedding Trussell’s new brand identity (formerly known as the Trussell Trust), transforming awareness into action, and positioning the organisation as a motivating force for change.
Judges’ comments
‘Ending Hunger Together: Play your Part’ had really clear objectives, tactics and results. The judges liked what had been achieved with this well-written and thoroughly integrated campaign. It was well-executed with a strong digital approach. The research and metrics were robust.
