A fake food bank beside the Famine Memorial made hunger unignorable

Ireland's food poverty is real but largely invisible: more than 100,000 children go to bed hungry every night, one in five parents skips meals to feed their family, and demand for food help rose 70%. An ordinary fundraising ad would have to explain all of that from scratch.

The Famine Food Bank installed an empty, non-functional food bank directly in front of Dublin's Famine Memorial, on the quays from which starving people once emigrated. Passersby could donate a plate of food to Little Flower Penny Dinners with one QR scan, and the campaign launched in the run-up to St Patrick's Day.

The contrast carried the message: the memorial said hunger had ended in the 1800s, while the glass food bank said it hadn't. Donations rose 388%, donors rose 258% (94% new), and volunteers grew 20%.

Stand hunger next to its own memorial

The Famine Memorial supplied instant historical contrast no copy could

A QR code lowered the donation barrier to one scan

Launching before St Patrick's Day caught national attention

Impact numbers showed the idea converted, not just travelled

To make a hidden problem felt, place your message where its historical counterpart already lives — context does the emotional work for you.

The installation lifted donations 388% and donors 258% (94% new), added 20% more volunteers, won two ICAD Bronzes, and was shortlisted at Cannes Lions 2023 in Design – Spatial & Sculptural Exhibitions and Experiences.