Governor Kim Beazley, Foodbank WA and The Brand Agency launch new benefactor programme aiming to end hunger in WA
Foodbank WA approached The Brand Agency to launch their new benefactor programme, ‘Foodbank Guardians of WA’, to help end hunger in Western Australia by 2030.
At the centre of the launch is ‘The Day that Hunger Ended – a Fable from the Future’, a book that urges potential benefactors to put themselves in a story where hunger ends in WA forever, by signing up to become a character within it.
The fable, told from the year 2030, follows the Foodbank Guardians of WA as they work with Western Australian children to ensure no one goes hungry ever again. The story is based on real Foodbank research on the far-reaching effects of hunger on WA society, and the real-life benefits of ending it for good.
“Ending hunger is no mean feat. Those who lead the charge to a hunger-free future deserve a place in WA’s story forever. So, we started writing that story today,” said Brand Agency team Anneliese Sullivan and Ellen Treharne.
The book and programme were launched at a dinner hosted by Kim Beazley at Government House to a select group of pre-eminent WA businesspeople and philanthropists.
The Brand Agency, Executive Creative Director, Dean Hunt, says: “We were inspired by the ambition behind the fundraising strategy with this creative. Such a bold approach needed an idea to match. The Day That Hunger Ended – a Fable from the Future has been crafted to appeal to the future Foodbank Guardians of WA. Huge thanks to the team who crafted this work beyond expectation.”
Foodbank Guardians of WA will establish a financial foundation to help Foodbank WA end hunger in Western Australia forever.
Foodbank WA, Chief Executive Officer, Kate O’Hara, said: “Foodbank WA is at the next stage of ensuring our long-term sustainability. We need to ensure our future regardless of changing economies, societies and environments. We cannot afford to fail in our quest. We are asking for a big commitment from WA organisations and philanthropists, so we needed a big campaign to share our vision. The Brand Agency and Foodbank Guardians of WA has delivered in this.”
CEO: Kate O’Hara
COO: Fran Ferreira
Marketing and Communications Manager: Moira Aynsley
Senior Fundraising and Partnerships Manager: Ian De Nazareth
The Brand Agency
Executive Creative Director: Dean Hunt
Copywriter/Author: Anneliese Sullivan
Art Director: Ellen Treharne
Designer/Illustrator: Janice Law
Account Management: Katrina Clayton
Finished Artist/Retouching: Nicola Commons, Paul Connelly
Book photography: Pete Townsend