Singapore – Food company Dole has released a new social initiative called #UnstuffedBears to communicate the rising issue of childhood hunger around the world.
The newest initiative is launched in retrospect to the increase of awareness and global movement in addressing the global hunger crisis. The campaign comes to life through the imagery of the teddy bear, a universal childhood icon.
Images will depict five teddy bears, four of them seemingly have full bellies, while one has been unstuffed, signifying someone who is hungry. The campaign goes on to say that “one in five children worldwide may go hungry this Christmas”.
The newest campaign is in line with Dole’s commitment to “The Dole Promise”, which vows to provide access to sustainable nutrition for 1 billion people by 2025.
“According to the UN World Food Programme, the impact of COVID-19 may double the number of people suffering from acute hunger. This exacerbated food insecurity crisis is acutely affecting children around the globe and in our own backyards,” said Pier Luigi Sigismondi, worldwide president at Dole Packaged Foods.
“Acting on our promise to bring food and support to those in need, as well as raising awareness of this growing crisis, is at the center of this campaign. And this is just one of many steps we are taking to make a change for the better,” said Sigismondi.
The campaign will roll out via online video, display, and social media throughout the holiday season. It has already been launched in Europe and the US, with Asia launching next week.
In order to live up to the campaign, Dole is rolling out its promotional purchase of select Dole Packaged Foods products on some eComm channels, where profits on these purchases go towards food security charities.
