FOOD PHOTOS SAVE LIVES

TitleFOOD PHOTOS SAVE LIVES
BrandUNICEF
Product / ServiceCHARITY
CategoryA06. Use of Social in a Direct Campaign
EntrantFCB NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company FCB NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency FCB NEW ZEALAND Auckland, NEW ZEALAND

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.