Ending Hunger Together - Play Your Part

Hunger isn’t just a physical ache it’s a crisis playing out in kitchens and lunchboxes across the UK, every day. Rooted in the insight that “ending hunger” can feel overwhelming, Play Your Part turned a daunting issue into an empowering invitation. The campaign was designed to shift the narrative from hopelessness to hopeful action, giving people a unifying rallying cry: whoever you are, you have a role to play.

As the first major activation under Trussell’s new identity (formerly Trussell Trust), Play Your Part marked a critical step in embedding the refreshed brand and purpose. It demonstrated what the brand stood for and what action looked like.

A multi-channel campaign, led by a powerful hero film, social media content, celebrity amplification and digital toolkit for food banks, aimed to reach hearts and minds.

The campaign achieved millions of views, widespread positive sentiment and crucially, tangible action from those who saw it. By transforming awareness into participation and galvanising collective will, the campaign brought Trussell’s positioning “together, we are a motivating force for change” to life.

It showed the public that change is possible and that we all have a role in building a future where no one needs food banks.