By Providence Ayanfeoluwa

Lagos Food Bank has launched awareness and fundraising campaign calling on Lagosians to act against the growing hunger crisis in the city. Lagos Food Bank is a non-governmental organisation dedicated to fighting hunger and food insecurity across Lagos State.

The campaign was developed in collaboration with X3M Ideas, one of Africa’s leading creative agencies.

Speaking on the development, Executive Director, Lagos Food Bank, Michael Sunbola, said: “Hunger in Lagos is not hidden. It is right in front of us. This campaign helps people
see what they may have been conditioned not to notice. And once you see it, you cannot look away.”

The initiative said members of the public can via Kuda Bank in the name of Lagos Food Bank.

Speaking on the campaign, Group Chief Executive Officer, X3M Group, Steve Babaeko, said X3M Ideas brought the creative vision to the campaign, channelling the agency’s belief that powerful ideas have a responsibility that extends beyond commerce.

“We are proud to put our creative energy behind a cause this close to the reality of so many people in this city. “The best work makes you feel something and then makes you do something. That is exactly what this campaign is built to do.”said Babaeko.

The campaign breaks across digital and out-of-home platforms with two executions that subvert the language of popular fitness culture.

Headlines that would ordinarily signal aspiration, “Killer Abs” and “Dangerous Curves,” are turned on their head to reveal an urgent and uncomfortable truth: for many people in Lagos, these are not gym goals. They are the visible, deadly signs of chronic hunger and malnutrition. A single line of copy anchors each execution: “For some, it’s the deadly effect of hunger.” The call to action that follows is unambiguous. Feed someone today.