Food relief organisation Foodbank, in collaboration with The Brand Agency, is selling empty cereal boxes to raise funds for Christmas.
The black and white coloured cereal box, 'Hungry Puffs', contains no vitamins, minerals, carbohydrates or calories thus, highlighting how 100,000 West Australian kids have the same for breakfast every day ie, no breakfast to eat.
The product is being sold for $5 across participating IGA supermarkets in Western Australia. The campaign runs across radio, TV, press, digital advertising and social media and can be purchased both in-store or via the website.
Foodbank WA chief executive Greg Hebble said: "For many West Australians, Christmas is a time of family, friends, good food and cheer. But sadly, food insecurity affects one-in-five children and we know that there are more than 100,000 West Australian children who have gone without food over the past 12 months as there’s nothing in the cupboard. And just because it’s the festive season, that’s unlikely to change for them when they wake up on Christmas day."
The Brand Agency managing director Nick Bayes said: “It’s a cliché, but at this time of year we tend to spend far too much time thinking about ourselves and too little about how less fortunate members of the community are struggling.
"So we’ve created a product that can be bought in participating supermarkets – making the situation many unfortunate West Aussie kids have, a reality for all of us”.