Campaign of the Year: Food For London Now – Here’s how we did it


ou don’t need to see the shocking images of looting in South Africa to get the importance of food shortages for the stability of society.

You don’t need to be a student of history to know that the severe French winter of 1788/89 precipitated a bread crisis and starvation that ended with a bloody revolution.

Yet the idea that food – or the lack of it – is a basic need that left unsated can topple governments, was in truth not something we thought about when, on March 27 last year, we launched our campaign to tackle food poverty in the wake of Covid-19. We were instead consumed with something far less grandiose.

We knew that lockdown, announced just 72 hours before on March 23, would be tough, and that it would be especially tough for disadvantaged Londoners – and we wanted to make sure that food poverty was the one additional problem they wouldn’t have to face.

So we knuckled down. We had just three days to establish a structure, partner with a food provider, get the story and write it up, a tall order from a standing start, but we had one critical advantage: back in 2016 we had launched a campaign tackling food poverty and had partnered with The Felix Project, a brilliant start-up that distributed good-to-eat surplus food and which we helped launch. In the four years since, The Felix Project, founded by Justin and Jane Byam Shaw in memory of their teenage son Felix, had grown from just one delivery van to 22 and from 21 volunteers to 1,560, becoming London’s biggest food redistributor.

Little did we know then that our 2020 partnership with Felix would go on to raise £10 million, more money than any other single campaign in the 193 year history of the Evening Standard. Or that things would get so bad that university educated middle classes would make up 10 per cent of foodbank queues. Or that the funds we secured would empower Felix to quadruple food deliveries to 40 tonnes a week and supply struggling Londoners – children, parents, the elderly, the homeless, refugees, domestic abuse shelters and people with mental health issues – with an astonishing 20 million meals by the close of 2020.

But to start at the beginning. Working with an outstanding editorial team that put out unique stories seven days a week, a remarkable editorial effort, we appealed to readers, corporates, philanthropists and foundations to support our efforts – and how generously they responded.

We raised £500k over that first weekend and within 10 days had passed £1 million. Tottenham Hotspur got involved and invited us over, opening their new stadium as a community food redistribution centre, one of many across London to which Felix was delivering in those early, anxious days of the pandemic.

From the start, our proprietor Evgeny Lebedev led from the front. He made himself available to volunteer for Felix and help deliver food – and there were times when he was our chief reporter in a mask on the front line. Just as importantly, together with Oliver Poole, who would co-run the campaign with me, he helped us reach out to celebrities who would lift our campaign to new heights.

Olivia Colman was the first. In mid-April at the height of the pandemic, at a time when celebrities were too frightened to leave their homes, The Crown star said “of course I’ll come” and drove several hours from the countryside into London in her battered old car. She helped stack food at the Felix warehouse, delivered it to hungry people who could not believe the other “Queen” was outside their front door, and then jumped back in her jalopy and disappeared back up the M1. Brilliant.

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