AML Create "Essential" Xmas Campaign for Hackney Food Bank

Dec. 09, 2024

London-based creative agency, AML Group, have created a trio of unconventional Xmas cards for Hackney Food Bank that tell a very different festive story.

Substituting a snowman, baubles and a Christmas tree for a sanitary towel, baked beans and a washing up liquid bottle - the fundraising cards shine a light on UK poverty and how many people will struggle to afford even the essentials this Christmas.

Jack Smith, of AML, said:

“With an issue as important as food poverty, it’s important to catch the eye and be a little bit controversial.  On a mantlepiece full of Christmas cards, which one are people going to ask about?”

 

Since opening in 2012, Hackney Food Bank have distributed over 850,000kg of food - with a continued drive to end hunger in Hackney and to break cycles of poverty.

Pat Fitzsimons, CEO of Hackney Foodbank, said:

“We love these cards - we hope that they’ll spark conversations at Christmas and encourage giving. At a time when so many people are preparing to indulge, our visitors are struggling to afford even the basics.  Demand here is 30% higher this year and we really need the public to donate to help us get through what is proving to be a very difficult winter. We are so thankful to the team at AML for producing these cards.  They’ve given their time and talent for free to make this happen.”

 

The cards are available to purchase online at £8 for six cards, with all proceeds going to the food bank.