Dole wants kids off the bread line

A new campaign from St Luke's London, for packaged goods company Dole, aims to help raise awareness of the plight of some families during this festive season.

Research suggests that one in five children across the world will go hungry this Christmas and the new campaign, called #UnstuffedBears, looks to help raise funds to feed those in need.

Directed by Amy Becker-Burnett, the campaign features a series of happy, fully-fed, teddy bears but ends with a noticeably thinner teddy - his tummy visibly less full - sitting forlornly on the stairs, a gentle reminder of the children lacking the nutrition and food they need to thrive. 

As well as the above film, there is also a social media element to the campaign plus a website at which you can donate and fill the online bear, receiving a QR code when you do so which directs you to a personalised AR teddy bear message.

“As if a global pandemic wasn’t already bad enough, knowing this shocking statistic that so many children will go hungry this festive season just isn’t acceptable," said Richard Denney Executive Creative Director at St Luke’s. "Dole’s commitment to try and tackle this highlighted through our #UnstuffedBears campaign will hopefully help close the gap.” 

Turned around in only 21 days, come back tomorrow for the full story of how the campaign was brought to life.