Food Photos Save Lives

UNICEF

Back in 2014, food photos were a huge trend on social media. For us it highlighted a disturbing contrast - seeing such an abundance of food while people all over the world were living in poverty.

Partnering with UNICEF, we decided to harness this trend and use it for good. We made Instagram profiles based on real children in contact with UNICEF, and created a system where, when somebody posted a food photo, it was liked en masse by the children. If you clicked through to their profiles, you were encouraged to visit a website where you could donate to buy meals for children in need, and then share a food-photo style image of it to spread awareness among your friends.

Agency: FCB

Copywriter: Kevin Walker