Take Hunger Off the Table: From campaign to Annual Appeal

In 2023, the cost-of-living crisis was hitting Victorians hard.

More people than ever before were seeking out Anglicare Victoria (AV)’s Emergency Relief Services, with food relief being the most sought-after service.

That year, for AV’s Winter Appeal Magnetic developed the “Take Hunger Off the Table” campaign.

This strong, rallying call-to-action hit the mark with people across the state. Victorians dug deep to help ensure AV could feed everyone who turned to them in times of crisis.

After the success of 2023’s Winter Appeal, in 2024 AV launched “Take Hunger Off the Table” as an Annual Appeal.

Each year this Appeal will run in winter to raise vital funds to ensure that AV can stock the shelves of Emergency Relief Centres and fill the AV Aid vans with food so no Victorian will have to live with the fear of going hungry.

This year, a separate Activation Campaign was run concurrently (please see our ‘FoodBoost’ case study) along with a Major Donor campaign, seeking investment in hub.net, a new initiative to provide a safety net for the most vulnerable people in the community.

Results: We are delighted to report that this 2024 Winter Appeal produced record-breaking results for Anglicare Victoria, exceeding the organisation’s most ambitious appeal target yet.