SHARE MY DABBA

TitleSHARE MY DABBA
BrandHAPPY LIFE WELFARE & DABBAWALA FOUNDATION
Product / ServiceSHARE MY DABBA
CategoryA02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantMcCANN WORLDGROUP Mumbai, INDIA
Entrant Company McCANN WORLDGROUP Mumbai, INDIA
Advertising Agency McCANN WORLDGROUP Mumbai, INDIA

Credits

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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.