The Trussell Trust

Direct response campaign

Impossible decisions

The Trussell Trust is a charity that supports a nationwide network of food banks. During the cost of living crisis in the UK it has seen a 23% increase in emergency food parcels over the winter months.

The campaign highlights the impossible decisions people are facing - does a mother struggling to pay the bills put the heating on or have hot meals? DM, social and press inserts were developed to engage the public with the dilemma confronting people in crisis and inspire the decision to make a donation.