As passers-by approached the screens, they were able to clearly read the sentence ‘It’s harder for children to focus when they’re hungry’. However, the longer they stared, the sentence became more difficult to read, with some letters losing focus themselves and developed a life of their own through animation.
Screen then asked people to donate £5 by text to the charity Magic Breakfast, which will provide one child with almost a month’s worth of ‘magic’ breakfasts and help the estimated 1.7 million children at risk of starting the day hungry.
Heinz also committed to matching all donations received by text in the week of the campaign to raise vital funds for Magic Breakfast.
Lucy Cooke, brand manager at Heinz Beanz, says: “It’s more important now than ever before that we continue our fight against child hunger with our brilliant partners Magic Breakfast.
It’s more important now than ever before that we continue our fight against child hunger
“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.
“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 help those at risk of going to school hungry.”
Lindsey Macdonald, chief executive of Magic Breakfast, adds: “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 supports children living nearby to all nine of the billboards’ locations so this is a fantastic opportunity to raise awareness of the issue in those communities.”
