Kids Meals Map

How PLMR and the Food Foundation helped Marcus Rashford’s campaign to feed the children in need over the half term holidays.


The Food Foundation

Services provided

The Situation

In response to the parliamentary vote not to extend Free School Meals over the October half term, footballer and campaigner Marcus Rashford began sharing the names of businesses, councils, foodbanks and other organisations who had advertised their willingness to fill the gap and help food-insecure families directly during the holidays.

Over the course of a single evening, the number of organisations Marcus shared had hit over 100, with food businesses and community groups stepping in to support from all across the country.

What we did

Inspired by Marcus Rashford’s incredible work, PLMR approached the Food Foundation (a key member of Rashford’s Child Food Poverty Task Force) with an idea to help make it as easy as possible for families to find organisations near them that were offering help.

In less than 24 hours, the PLMR digital team launched, an online map platform designed to show all of the businesses, community organisations and councils who had already announced that they will be providing free meals to vulnerable children over the October half term.

We also provided the functionality for businesses to submit an application to be added to the map – these applications could then be added instantly once approved through our automated mapping system.

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Number of users who visited the site over the one week half term
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Number of business who added their location to the map
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Number of different cities, towns and villages across the UK represented on the map

The Result

The map was an overnight success – in its first 24 hours online the map received over 20,000 visits and was shared on social media by MPs, local councils, celebrities, and the Mayor of London. The map was covered on BBC News, ITV News and received a double page spread in the Guardian highlighting the data the map had amassed.

Over the course of half term, the map achieved:

  • 50,000+ unique visits since launch
  • Over half a million social media users reached
  • Over 1,100 businesses listed on the map
  • Visits from users in over 687 cities, towns and villages from all across the UK
  • Visits from users in over 104 different countries

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.