Evening Standard launches Food for London Now film as it adds another £1m to appeal success

Posted on: June 10, 2020 by admin

The Evening Standard has released a short film about its Food for London Now campaign to highlight the food poverty crisis facing Londoners during the pandemic.

With Working Title Films, the Standard released the four-minute video to raise awareness of its partner charity the Felix Project which is distributing fresh produce to those most in need, including to the some 400,000 children who have been going hungry or missing meals since the Covid-19 crisis.

The Standard – with the Independent’s Help the Hungry campaign – has so far raised £6.5m towards a £10m target to tackle food poverty in the capital.

Ambassadors featured in the film, directed by film-maker Nic Minns, include Fleabag star Phoebe Waller-Bridge, rapper KSI and singer Ellie Goulding who lend a hand in the delivery of 100,000 meals for Londoners.

Helping with the campaign is rapper KSI (above)

Facing the stark statistics that 830,000 adults in London have experienced food poverty, the video asks readers to come together in their communities to aid the cause with voluntary work, food donations and financial support to keep the appeal’s momentum going as lockdown is lifted.

Since its launch, the appeal has seen specially-designed artwork by Damien Hirst fetch a total of £1.5m; the National Gallery illuminated with rainbow hearts; and the campaign led by an impassioned appeal from Standard and Independent proprietor Evgeny Lebedev.

 “The volunteers are working tirelessly every day to get vital food to those in dire need,” says Lebedev. “This fantastic film captures that spirit.”

Model and photographer Laura Bailey, who co-produced the film with Evening Standard Magazine editor, Laura Weir, said: “No one should go hungry, and in a city like London, if we work together, we can make a difference. We hope our film celebrates London as a city of empathy and collaboration, kindness and inspiration.”

Project volunteer, Fleabag star Phoebe Waller-Bridge (above)

Included in the film is a call to donate, by texting ‘FELIX’ to 70480 to donate a one-off £10, which rescues and delivers food for 55 meals at a community level.

Watch the video here.

Picture credits: Nic Minns