This week Aldi released an awareness raising animation, narrated by football star and child food poverty campaigner Marcus Rashford, that for the first time personifies the devastating impact hunger can have on children.
The animation comes as part of Aldi’s commitment to donate 10 million meals in 2021 through the Neighbourly Foundation, to support families affected by food insecurity and hunger and combat its devastating effects.
In Aldi’s animation, the constant hunger a child can feel is represented by a Hunger Monster that never leaves the child’s side. Whether they are trying to sleep, play or learn, the monster is always there.
Currently this is the reality for one in every five children in the UK who struggle to access adequate nutrition, which can have a dramatic impact on their day-to-day life, affecting energy to be active and to concentrate on school work.
Rising child hunger
Our most recent survey of over 500 local good causes supporting children and families revealed that the problem of child hunger is only getting worse, with the impact of Covid-19 felt acutely across many local communities.
Those that replied to the survey reported that the demand for food provision for families has increased by as much as 71% in the past six months. A staggering 96% of the children they are supporting are missing meals at least once a week, with 42% going without food three times a week and an upsetting 14% of children missing a meal every single day.
“2021 is a time to level the playing field once-and-for-all”
It’s clear that now is the time to act to make sure no child continues to suffer without adequate food and nutrition - with Aldi’s emotive campaign showing it is as much about raising awareness as it is about taking action.
Giles Hurley, Chief Executive Officer at Aldi UK and Ireland, said about the initiative: “At Aldi we’re making it our mission to fight against child food poverty as no child should ever go hungry. Not only are we pledging to donate 10 million meals throughout 2021 to families that need it, this campaign also aims to help raise awareness of the increasing number of families struggling to put food on the table.
“We were delighted for Marcus Rashford MBE to be the voice of the boy, which shows just what an important issue it is to us all.”
Marcus Rashford, added: “Reading the script for the Aldi animation I felt like I was talking about myself 10 years ago. This story is a reality for millions of children across the UK so, of course, I was happy to lend my voice. I'm proud to call Aldi a Founding Member of the Child Food Poverty Taskforce. Aldi has continued to take active steps to combat the issue of child food poverty and I would encourage everyone to get involved in their pledge to donate 10 million meals. 2021 is a time to level the playing field once-and-for-all."
Aldi’s 10 million meals pledge launches today. For more information visit the Aldi website or support the campaign by donating the cost of a meal via the Neighbourly Foundation.