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By John Glenday, Reporter

July 4, 2022 | 2 min read

Food bank charity The Trussell Trust has launched its first direct response television (DRTV) campaign calling on viewers to call or text with their donations.

Born out of a dramatic rise in hunger over the past five years – a period in which demand for food banks has risen by 81% – the NGO now distributes over 2.1m emergency food parcels to people facing financial hardship every year across the UK.

Justin Wylie, associate director of public engagement (income and engagement) at The Trussell Trust, said: ”Looking at our latest figures, it’s clear the cost-of-living crisis has taken a firm grip on people’s lives. We need support now more than ever, and that’s why we’re broadening our reach through the launch of this new TV campaign. We hope it will inspire more people from across the UK to support The Trussell Trust and help us realize our vision of a future without the need for food banks.”

Developed by Good Agency, the campaign centers on Karen, a food bank manager in Leeds, who is on the frontline of efforts to prevent families from going hungry as a succession of crises from the pandemic to the cost-of-living crisis erodes household incomes.

Drawing authentic voices to the fore, the emotional piece addresses the urgent need for emergency food and practical support by appealing to the generosity of the public.

Andy Powell, creative director at Good Agency, added: “Hearing Karen talk about life on the frontline of the cost-of-living crisis was humbling and heart-wrenching. It’s not right that any of us are struggling to afford the essentials. We hope this ad will inspire more people to stand alongside Karen and The Trussell Trust to work towards a future where we can all be free from hunger.”

Produced by Vince with MediaLab as media partner, the campaign comes as brands are urged to show a ‘human face’ during the cost-of-living crisis.

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