As the UK continues to face a cost of living crisis, food poverty is on the rise. As part of its continued pledge to support the fight against child hunger in the UK, Heinz Beanz has launched an interactive out of home campaign to raise awareness and fundraise.

Using Ocean Outdoor’s LookOut technology, Heinz has used out of home to show how hard it is for children to focus when they go to school hungry.

As passers by near the screens, they are able to clearly read the sentence ‘It’s harder for children to focus when they’re hungry’. The longer they look at the message, the more difficult it becomes to read with various letters losing focus and moving via animation.

The out of home ad aims to bring to life the challenges that children who go to school hungry face on a daily basis by creating an interactive experience.

The screen asks people to donate £5 by text to the charity Magic Breakfast, which will provide one child with almost a month’s worth of ‘magic’ breakfasts and help the 1.7 million children at risk of starting the day hungry. Heinz has pledged to match all donations received by text in the week of February 21 to raise vital funds for Magic Breakfast.

The campaign is part of a five-year partnership between Heinz and Magic Breakfast, who work with more than 1,000 partner schools in the UK to provide nutritious breakfast food, such as Heinz No Added Sugar Beanz, to around 200,000 children. It furthers the 16 million meals already pledged by Heinz to Magic Breakfast since their partnership began in 2019.

“At Heinz, we strongly believe that no child should be too hungry to learn, that’s why we’ve already pledged more than 16 million meals to help those at risk of going to school hungry. By donating through these billboards, you will be contributing toward helping some of the most disadvantaged children in the UK, helping to ensure these pupils can start their day with the energy and nutrition they need to make the most of their morning lessons!” added Lucy Cooke, Brand Manager at Heinz Beanz.

The campaign launched on February 21 across nine interactive digital screens in six UK cities including Birmingham, London, Leeds, Manchester, Newcastle and Southampton. The chosen locations all have more than 30% of children living in poverty.

“We’re so excited to be working with Heinz on this interactive campaign. There’s still a lot to be done to raise awareness of the scale and impact of child hunger in this country, especially the effect hunger can have on a child’s learning which has long-term consequences on that child’s life. Magic Breakfast supports children living nearby to all nine of the billboards’ locations so this is a fantastic opportunity to raise awareness of the issue in those communities.” added Lindsey Macdonald, CEO Magic Breakfast.

To find out more or donate to Magic Breakfast please click here.