Unstuffed Bears: Dole’s Christmas campaign to raise awareness and support for global food insecurity

ST LUKE’S

In December 2020 Dole, the world’s largest producer of fresh fruit and vegetables, asked St Luke’s to help create a global campaign that tackled the issue of food insecurity, as part of its mission to improve nutrition for all.   

With the COVID pandemic exacerbating poverty levels, research showed that 1 in 5 children worldwide were likely to go hungry during the festive period (one of the most indulgent and child-centric moments of the year). Dole wanted to do something to address the issue.

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We needed to create a global campaign that tackled the issue of food insecurity. Research showed that 1 in 5 children worldwide would go hungry during the festive period.

We brought this to life using a simple metaphor: five Christmas teddy bears, one of which had its stuffing removed.

We brought this shocking statistic to life with a simple metaphor: five Christmas teddy bears, one of which had its stuffing removed to represent the number of children that may go hungry at Christmas. We raised awareness and encouraged donations (to add to Dole’s own efforts) via a film, website and AR experience, in partnership with Tag Worldwide. 