Creative agency, X3M Ideas, brings provocative new work to life, reframing fitness culture to expose the deadly reality of malnutrition….
Lagos Food Bank, a non-governmental organisation dedicated to fighting hunger and food insecurity across Lagos State, has launched a bold new awareness and fundraising campaign calling on Lagosians to act against the growing hunger crisis in their city.
Developed in collaboration with X3M Ideas, one of Africa’s leading creative agencies, the campaign breaks across digital and out-of-home platforms with two striking executions that subvert the language of popular fitness culture. Headlines that would ordinarily signal aspiration, “Killer Abs” and “Dangerous Curves,” are turned on their head to reveal an urgent and uncomfortable truth: for many people in Lagos, these are not gym goals. They are the visible, deadly signs of chronic hunger and malnutrition.
A single line of copy anchors each execution: “For some, it’s the deadly effect of hunger.” The call to action that follows is unambiguous. Feed someone today.
“Hunger in Lagos is not hidden. It is right in front of us,” said Lagos Food Bank Spokesperson, “This campaign helps people see what they may have been conditioned not to notice. And once you see it, you cannot look away.”
Lagos Food Bank works to rescue surplus food and redistribute it to vulnerable communities across the state, operating on the founding values of Food, Life, and Hope. Despite the organisation’s impact, direct public giving remains a gap the campaign is specifically designed to close.
Members of the public can donate immediately via Kuda Bank, account number 1100424761, in the name of Lagos Food Bank.
X3M Ideas brought the creative vision to the campaign, channelling the agency’s belief that powerful ideas have a responsibility that extends beyond commerce.
“We are proud to put our creative energy behind a cause this close to the reality of so many people in this city,” said Steve Babaeko, The Group CEO/Chief Creative Officer, X3M Group. “The best work makes you feel something and then makes you do something. That is exactly what this campaign is built to do.”