Feed The Future - Case Study

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01 — Feed The future

social campaign rollout · creative lead

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01 — Project Overview

Feed The Future was a national campaign created to advocate for the extension of Free School Meals to all families receiving Universal Credit. Bringing together charities, organisations and campaign partners under a shared cause, the initiative aimed to raise awareness, mobilise public support and drive direct action towards policymakers.

Working across strategy, branding and campaign rollout, the project combined emotional storytelling with targeted digital communications to create a unified movement capable of reaching audiences at scale.

02 — Client, Role & Deliverables

Client

Online Safety Bill

Role

Creative Lead & Designer

Deliverables

Social paid campaign rollout

03 — The BRIEF

How do you turn empathy into action?

The challenge was to communicate a complex social issue in a way that felt immediate, human and impossible to ignore. The campaign needed to connect with a broad audience while inspiring meaningful action, creating enough momentum to influence political conversation and public awareness.

At the same time, the campaign required a clear and scalable identity that could unite multiple partners, platforms and audiences under a single message.

04 — MY CONTRIBUTION

Building a campaign people could rally behind.

I helped lead the creative direction of the campaign, developing the Feed The Future name, visual identity and supporting creative system used across all campaign touchpoints.

Drawing inspiration from classroom exercise books, handwritten corrections and familiar educational references, the identity was designed to evoke empathy while keeping children's experiences at the centre of the conversation. Alongside the core brand, I contributed to the development of campaign assets, audience-specific messaging and social content designed to support both organic engagement and targeted acquisition activity.

05 — campaign Results

157,122

link clicks

3,500

emails to mps

3,800,000

IMPRESSIONS

06 — creative strategy

Designed to feel personal. Built to scale.

The campaign identity was intentionally rooted in familiar school experiences, using visual cues associated with learning and childhood to create an immediate emotional connection. This approach provided a distinctive creative platform that could be adapted across social media, advocacy content, digital communications and partner activity while maintaining consistency throughout the campaign.

07 — Campaign Rollout

One message. Millions reached.

A comprehensive suite of assets, messaging frameworks and campaign guidelines supported delivery across TikTok, Facebook, Instagram and X. Combining organic content with targeted dark ads allowed the campaign to engage different audience groups while maintaining a unified narrative across every touchpoint.

08 — outcome

A movement built for impact.

Within weeks of launch, the campaign generated almost 3.8 million impressions and inspired more than 3,500 emails to Members of Parliament. By combining strategic messaging, a distinctive visual identity and coordinated digital activation, Feed The Future successfully transformed awareness into meaningful action.