BelVita collaborates with FareShare to donate 100,000 meals amid growing food insecurity concerns in the UK.
- The ‘Give a Smile’ initiative utilises technology to encourage donations through interactive billboards.
- Approximately 13.3 million people in the UK face food insecurity, with three million skipping meals due to financial constraints.
- Campaign runs until October 30, aiming to gather an impressive number of contributions for those in need.
- Community involvement is encouraged as retailers are suggested to promote the initiative and help mitigate food poverty.
BelVita has teamed up with food charity FareShare with the aim to donate up to 100,000 meals to families in need across the UK. This collaborative effort comes as a response to the troubling statistic that 13.3 million people are currently experiencing food insecurity in the country.
The ‘Give a Smile’ campaign is at the heart of this donation drive, utilising interactive facial recognition billboards to engage the public. These billboards register ‘smiles’ from passersby, which are then converted into donations for FareShare, providing a creative and interactive way for the community to contribute to combating food poverty.
This initiative is particularly timely as reports indicate that three million UK adults are forced to go without food for an entire day due to either access issues or financial hardship. This alarming situation underscores the vital need for such philanthropic campaigns.
Running until October 30, the initiative not only aims to collect a significant number of meal donations but also seeks to raise awareness around the issue of food poverty in the UK. Retailers are encouraged to engage with the campaign by stocking the full range of BelVita products to boost awareness and by directing consumers to the ‘Give a Smile’ website.
Amy Lucas, BelVita brand manager, emphasises the company’s belief in the power of positive energy: “At BelVita, we believe in the power of positive energy.” She highlights how the simple act of smiling can spread positivity and aid those in need, illustrating the innovative approach the campaign takes to inspire action.
The partnership between BelVita and FareShare represents a significant stride towards alleviating food insecurity in the UK through innovative community engagement.
