Title | FOOD PHOTOS SAVE LIVES |
Brand | UNICEF |
Product / Service | CHARITY |
Category | A06. Use of Social in a Direct Campaign |
Entrant | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
James Mok | FCB New Zealand | Asia Pacific Executive Creative Director |
Tony Clewett | FCB New Zealand | Executive Creative Director |
Regan Grafton | FCB New Zealand | Executive Creative Director |
Bryan Crawford | FCB New Zealand | Chairman And Group Ceo |
Greg Wood | FCB New Zealand | Creative Director |
Melina Fioltakis | FCB New Zealand | Creative |
Kevin Walker | FCB New Zealand | Creative |
Sarah Raine | FCB New Zealand | Account Director |
Angela Spain | FCB New Zealand | General Manager Manager Pr |
Nick Smith | FCB New Zealand | Head Of Craft |
Michael Braid | FCB New Zealand | Designer |
Haydn Thomsen | FCB New Zealand | Head Of Digital Production |
James Mcmullan | FCB New Zealand | Digital Producer |
Tony Susi | FCB New Zealand | Digital Designer |
Steph Pearson | FCB New Zealand | Digital Director |
Georgia Boyce | FCB New Zealand | Social Media Campaign Manager |
Allanah Tatana | FCB New Zealand | Senior Planner/Buyer |
While we go about our daily lives, nothing could be further from our minds than the millions of children in developing countries, who suffer from severe malnutrition. So when Unicef NZ needed a fresh approach to raising donations, we knew we had to disrupt people’s routines, give them a simple way to make a donation, and then get them to encourage their friends to do the same.
We used a timely interruption to remind people who love food, of those who don’t have any. And turned their everyday behavior, into a simple way to feed malnourished children in developing countries. Their donation then became a social badge for all their friends to see and emulate for themselves. Creating an ever perpetuating ripple throughout the social media landscape. And giving Unicef a whole new way to garner donations from a fresh, new audience.
Food photos are a global phenomenon. Almost a million shared on Instagram, Facebook and Twitter every day. So using Instagram profiles of children in need, we found food photos using common food hashtags, and used the profiles to like them en masse. Being naturally curious to see who likes their photos, Instagram users would check these likes, and saw children who needed their help. Clicking on each child’s profile revealed a unique message, and encouraged them to help by following a link where they could donate a food photo of a Unicef aid item, and share it on social media.
Due to our unique approach, in just two weeks #foodphotossaveslives content reached over 80,000 potential donors through word of mouth alone. With no supporting media of any kind. Effectively giving Unicef a highly contagious tool to promote donating, that they can run in-house as it suits them. The response rate was 100 times higher than the average banner. We are now looking to run the campaign globally.