BelVita collaborates with FareShare to combat food insecurity through their ‘Give a Smile’ initiative.
- Aiming to donate 100,000 meals, BelVita leverages interactive technology for fundraising.
- The initiative addresses the struggles of 13.3 million people facing food insecurity in the UK.
- FareShare benefits from donations collected via facial recognition billboards.
- Retailers encouraged to participate by promoting the ‘Give a Smile’ campaign.
BelVita has entered into a partnership with food charity FareShare to tackle the pressing issue of food poverty in the UK. Through the ‘Give a Smile’ campaign, which runs until 30 October, the organisations aim to donate up to 100,000 meals to families in need. This initiative highlights the severe food insecurity problem affecting 13.3 million people in the UK, where three million adults go without eating for an entire day due to affordability or access issues.
The campaign utilises innovative technology by employing interactive facial recognition billboards to count ‘smiles’ that are then converted into donations for the charity FareShare. This creative approach is designed not only to raise awareness but also to mobilise people in a positive way to contribute to resolving food poverty.
Amy Lucas, the brand manager at BelVita, expressed her enthusiasm about the campaign, stating, ‘At BelVita, we believe in the power of positive energy. So, we want to use the power of positivity to help raise donations for FareShare.’ She emphasised the potential impact of simple actions, adding, ‘Even the smallest of actions, such as smiling at a stranger, can make their day ‘that’ much better, which inspired us to use the power of a smile to spread positivity, helping others in need.’
Encouraging broader participation, BelVita is involving retailers by prompting them to stock up on the full range of its products to drive awareness of the ‘Give a Smile’ campaign. This strategic move is aimed at increasing consumer engagement by directing shoppers to both the campaign’s website and the interactive billboards. Through these efforts, BelVita hopes to create a significant impact in the fight against food poverty.
The context of this initiative is underscored by broader societal calls for government intervention, with 80% of the UK public urging for the extension of free school meals to children in households receiving Universal Credit. This push reflects the doubling number of families experiencing food poverty, showcasing the critical need for collaborative efforts like the one between BelVita and FareShare.
BelVita’s partnership with FareShare through the ‘Give a Smile’ initiative exemplifies a strategic approach to addressing food poverty in the UK.
