Title | SHARE MY DABBA |
Brand | HAPPY LIFE WELFARE & DABBAWALA FOUNDATION |
Product / Service | SHARE MY DABBA |
Category | A02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
Entrant | McCANN WORLDGROUP Mumbai, INDIA |
Entrant Company | McCANN WORLDGROUP Mumbai, INDIA |
Advertising Agency | McCANN WORLDGROUP Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Prasoon Joshi | Mccann Worldgroup | Chief Creative Officer |
Abhinav Tripathi | Mccann Worldgroup | Creative Director |
Denzil Machado | Mccann Worldgroup | Creative Director |
Kunal Mhabadi | Mccann Worldgroup | Art Director |
Vasanth Joshua | Mccann Worldgroup | Art Director |
Rushil Nadkarni | Mccann Worldgroup | Illustrator |
Purva Bakalkar | Mccann Worldgroup | Art Director |
Kawathankar Mahesh | Mccann Worldgroup | Art Director |
Nishant Pratap | Mccann Worldgroup | Copywriter |
Janani G | Mccann Worldgroup | Copywriter |
Ashirwad Mhatre | Mccann Worldgroup | Copywriter |
Satyawan Hande | Mccann Worldgroup | Digital |
Manav Rawat | Mccann Worldgroup | Editor |
Robert Joseph | Mccann Worldgroup | Avp Production |
Aditya Nair | Mccann Worldgroup | Director |
Pagarav Patel | Mccann Worldgroup | Producer |
While there are a few charity services that try to deliver food to children, all of them are occasional. For example, services that get left over food at parties to children. The key challenge was to come up with a solution that was practical and sustainable.
Every day on the streets of Mumbai thousands of children go hungry, and some even starve to death. Happy Life Welfare is an NGO that had very little resources and money, but a very big heart. They wanted to solve this overwhelming problem, but didn’t know how.
We spoke to the Dabbawalas – a century old lunch delivery network famous for its 6-sigma practices. We found out that of the 120 tonnes of food they deliver every day, over 16 tonnes goes untouched-uneaten. We needed to create a simple yet effective design to get this food to the children without affecting their 6-sigma system. And so we created – the Share sticker. Untouched-uneaten food in your dabba (lunchbox)? Just put the Share sticker on it. The dabbawalas can now spot these dabbas and share them with the NGO and hungry children.
From just two hubs on the streets of Mumbai, this little sticker has managed to feed thousands. It also got the Human Resource Minister, mainline media, hundreds of sites and blogs, and thousands on social networking talking about the virtues of sharing food. We even saw the idea inspire private lunch services to proactively start sharing food. With a sticker worth a quarter of a cent, we've managed to transform an on-ground food-delivery network into a food-sharing network, and inspired people to Share If They Care.