Enough Food IF was a ground-breaking campaign set up by a coalition of over 100 UK development charities and faith groups. The coalition called on David Cameron to use Britain’s presidency of the G8 to take action on ending global hunger.
The IF campaign was the largest coalition of its kind since Make Poverty History in 2005, the last time Britain held the G8 presidency. However, this campaign pushed for more radical change and targeting world hunger on a scale never seen before. There were a series of planned activities to build global momentum for this cause, from the launch event on 23 January, culminating in the G8 series of meetings in June 2013.
Lavish worked with the coalition to develop the creative strategy for IF LIVE and the website, operating with technical partner CogApp. This was a challenging project, working with a large stakeholder group and a creatively and technically demanding brief with an aggressive timeline. The creative idea and execution behind IF LIVE allows the voices of the campaign to be both seen and heard in an engaging, memorable and interactive way. It prompts supporters to sign up to join the campaign and the use of social media to reach mass audiences is critical. Realtime social and news activity is displayed on screen, accessed by users through a parallax scrolling motion, which also enables them to ‘dig deeper’ into the issues.