Lagos Food Bank, a non-governmental organisation dedicated to fighting hunger and food insecurity across Lagos State, has launched a new awareness and fundraising campaign calling on Lagosians to act against the growing hunger crisis in the state.
Developed in collaboration with X3M Ideas, the campaign is being deployed across digital and out-of-home platforms, featuring two executions that draw from popular fitness culture to highlight the realities of hunger and malnutrition, according to a statement on Wednesday.
Headlines such as “Killer Abs” and “Dangerous Curves,” typically associated with fitness aspirations, are reinterpreted to reflect what the campaign describes as the visible effects of chronic hunger. Each execution is anchored by a single line of copy: “For some, it’s the deadly effect of hunger,” followed by a call to action urging the public to “Feed someone today.”
“Hunger in Lagos is not hidden. It is right in front of us,” said the Lagos Food Bank in the statement.
“This campaign helps people see what they may have been conditioned not to notice. And once you see it, you cannot look away.”
The organisation works to rescue surplus food and redistribute it to vulnerable communities across Lagos, operating on its founding values of Food, Life, and Hope. It noted that despite its interventions, direct public giving remains limited, a gap the campaign is designed to address.
Members of the public are encouraged to donate through Kuda Bank, using account number 1100424761 in the name of Lagos Food Bank. X3M Ideas led the creative direction of the campaign, aligning it with the agency’s philosophy that impactful ideas should extend beyond commercial objectives.
“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, Group CEO and Chief Creative Officer of 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.”
Arinze Nwafor is a journalist at Punch Newspapers with five years of experience reporting on Nigeria’s economy, industry, data, metro, and judiciary. He focuses on highlighting growth, policy, and market challenges shaping Africa’s largest economy. Arinze’s reporting reflects practical newsroom experience, editorial judgment, and a strong commitment to accurate, informative, and audience-focused journalism.
