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In December last year Dole, the world’s largest producer of fresh fruit and vegetables, asked St Luke’s to help create a global campaign that tackled the issue of food insecurity, as part of its mission to improve nutrition for all.
With the COVID pandemic exacerbating poverty levels, research showed that 1 in 5 children worldwide were likely to go hungry during the festive period (one of the most indulgent and child-centric moments of the year). Dole wanted to do something to address the issue.
St Luke’s brought this shocking statistic to life with a simple metaphor: five Christmas teddy bears, one of which had its stuffing removed to represent the number of children that may go hungry at Christmas. The team raised awareness and encouraged donations (to add to Dole’s own efforts) via a film, website and AR experience, in partnership with Tag Worldwide.
St Luke’s launched this campaign in five markets including the US, Japan and New Zealand, reaching over 65 million people in just a few weeks. Following the success of this partnership and campaign, the team is already working with Dole on new and exciting social responsibility and sustainability projects.
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