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GroceryAid has launched a new campaign to raise awareness of issues that affect grocery workers such as debt, illness, stress, loneliness and mental health problems.

The campaign is being promoted throughout the industry by a series of adverts, a direct mailing campaign and across social media with the hashtag #notbuyingit.

There is also a section on the GroceryAid website dedicated to the campaign.

The campaign highlights the help the organisation can give people but also calls on the industry to help tackle these issues.

“Our research shows that many grocery colleagues need help and do not always realise they can turn to us. This bold campaign highlights how GroceryAid is there for grocery people facing serious illness, loneliness or crippling debt,” said Steve Barnes, chief executive at GroceryAid. “We hope it makes people think twice and find out more about who we are and how we can help.”

Stefan Feitoza, marketing director, Procter & Gamble, added: “From a creative point of view this has excellent standout and stopping power. It really makes you stop, read, think and understand the message at the end.”