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Every day, UK households throw away 11,500 tonnes of edible food whilst one in five British families are living in poverty. As part of Unilever’s Project Sunlight, Edelman was tasked with raising awareness of food poverty and inspiring action.
Against the backdrop of other global humanitarian crises, we created a campaign which brought the issue of hunger home to Britain.
Edelman created a social campaign which invited people to #clearaplate. By simply finishing their plate of food and sharing a photo of the empty plate using the hashtag #clearaplate, Unilever would provide half a million meals to families in need via their partner charity Oxfam.
Social impressions exceeded 77,600,000
The campaign was supported by influencers including Jimmy Doherty, The Hairy Bikers and Thomasina Miers. It received coverage in top-tier media including The Daily Mail, BBC Radio 5, Sky News and Channel 4.
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