Attraction for Meals For London Now wins marketing campaign of the yr

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The Evening Standard, in partnership with the Independent, won Campaign of the Year at the prestigious Society of Editor Awards for its joint appeal to support Brits struggling to access food during the Covid crisis.

The award was given to the Food For London Now appeal, which raised over £ 10 million to feed the poorest and most vulnerable people in the country and to deliver more than 20 million meals during the pandemic.

It outperformed the Daily Mail’s Mailforce campaign to provide PPE for frontline Covid workers named as runner-up.

Evgeny Lebedev, owner of the Evening Standard and Independent, celebrated the success: “When Covid struck, the Evening Standard and the Independent did not hesitate for a moment. We have raised over £ 10 million to feed millions of people in need. The highest praise goes to the journalists and volunteers of the Felix project who worked tirelessly on this campaign. “


The Felix Project helps feed people in Westminster

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The jury, made up of editors from all media, welcomed our quick response to the food poverty crisis and said: “Thanks to this campaign, thousands of fighting families have received the help they need. Hitting a £ 10 million goal is truly amazing.

They added, “Both titles have produced an effective project to address a shocking problem locally and nationally.”

The Standard’s Excluded Campaign also came second in the awards ceremony’s Cudlipp Award, one of the most prestigious awards in British journalism. Campaign Editor David Cohen’s investigation looked at the permanent exclusion of disruptive students from schools and found that the actual rate was double what the government announced.

This sparked a vigorous Standards campaign that challenged the Department of Education’s methods of dealing with persistently disruptive young people.

The judges said: “While the campaign reported that student referral units were poor value for money and have become recruitment centers for gangs, the campaign raised £ 1.2million for a unique pilot program in London and offered grants from eight secondary schools 150,000 pounds sterling over three years – a great step forward for society. “

In the “Food For London Now” call, the Evening Standard and Independent partnered with The Felix Project, a charity that distributes excess food from supermarkets and restaurants to those in need.

Olivia Colman

/ Lucy Young

The Felix Project quadrupled its food deliveries – so thousands of low-income families, the elderly and shelters, as well as the homeless, refugees and women in shelters didn’t have to worry about where their next meal was coming from during the pandemic.

Justin Byam-Shaw, founder of the Felix Project, welcomed the recognition of the campaign. “This was the most sensationally effective media campaign and a brilliant example of how a newspaper can quickly make a significant difference to its community,” he said.

“Since its start in March, the Felix project has increased the amount of food we save and redistribute fivefold. Until the fall, we were distributing enough food every day to provide fresh meals to 125,000 Londoners whose lives had been turned upside down by the pandemic and its aftermath. “

This was made possible by the spate of new volunteer drivers and depot workers reading about the appeal in the Evening Standard and the Independent, and support from donors such as Morgan Stanley, Barclays and Ocado, among many others, who responded to the appeal’s food surplus and financial support Support.


Ellie Goulding joins the Felix project

Singer-songwriter Ellie Goulding joined Evening Standard owner Evgeny Lebedev along with Greenhouse volunteers to feed vulnerable people across London.

Lucy Young

Donations from readers, companies and philanthropists as well as celebrities like Olivia Colman, Phoebe Waller-Bridge, Jack Whitehall, Spurs soccer player Moussa Sissoko and rapper KSI supported the campaign by volunteering with our food delivery teams.


Jack Whitehall helps Felix Project – in pictures

Damien Hirst and Sir Peter Blake created new artwork that was sold on behalf of the campaign, while Sir Antony Gormley, Ai Weiwei, Tracey Emin, Anish Kapoor and Yinka Shonibare donated or auctioned pieces.

The campaign was led by Oliver Poole, Executive Editor of the media group and Campaigns Editor Cohen, and involved a team of reporters, photographers, videographers and designers from both titles. Reporters involved included Adam Forrest and Vincent Wood of the Independent and Lizzie Edmounds and Abbianca Makoni of the Evening Standard, as well as Arjun Neil Alim and Francesco Bell.

“It’s wonderful that all of the hard work has been recognized,” said Poole. “Food For London Now was a campaign that surpasses anything we’ve done before, and the two titles combined to do whatever we can to help people in one of the most difficult times in our country’s recent history. Everyone is so proud of what we have achieved and it is nice that this is recognized today. “

As a lasting legacy, the campaign has enabled the creation of a new social kitchen in London that will prepare 1.5 million meals a year and distribute them to thousands of hungry school children and vulnerable families. The opening is planned for the end of this month.