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Lagos Food Bank, a non-governmental organisation focused on combating hunger and food insecurity, has launched a new awareness and fundraising campaign aimed at mobilising public support against worsening hunger conditions across Lagos State.
The campaign, developed in partnership with leading African creative agency X3M Ideas, is being rolled out across digital and outdoor advertising platforms. It uses bold messaging designed to draw attention to the realities of malnutrition affecting vulnerable residents in the state.
At the centre of the campaign are two striking creative executions built around the phrases “Killer Abs” and “Dangerous Curves” — expressions commonly associated with fitness and body aesthetics. In this context, however, the phrases are reinterpreted to highlight the physical signs of chronic hunger and severe malnutrition among underserved populations.
Each visual is reinforced with the message: “For some, it’s the deadly effect of hunger,” followed by a direct appeal urging Lagosians to “Feed someone today.”
According to the organisation, the initiative is intended not only to raise awareness but also to close the gap in direct public donations, which remain critical to sustaining its food relief operations.
“Hunger in Lagos is not hidden. It is right in front of us,” a spokesperson for Lagos Food Bank said, noting that the campaign is designed to challenge public indifference and prompt immediate action.
The organisation has continued to play a major role in rescuing surplus food and redistributing it to vulnerable communities across Lagos, operating under its core principles of Food, Life and Hope. Through its interventions, thousands of households facing food shortages have received support in recent years.
Commenting on the collaboration, Group CEO of X3M Group, Steve Babaeko, said the campaign reflects the agency’s belief that creativity should serve causes 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. The best work makes you feel something and then makes you do something,” he said.
Members of the public can support the initiative through direct donations to Lagos Food Bank via its designated Kuda Bank account.
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