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Project Overview

#FoodForThought

How empty plates helped feed the hungry

The World Food Programme (WFP) aims to achieve Zero Hunger by 2030, one of the 17 Sustainable Development goals set by the global community. WFP launched #Foodforthought campaign to raise awareness about World Hunger, the world’s biggest solvable problem.

#FoodForThought aims to educate people and encourage everyone to play their part in eradicating the menace of Hunger.

Category

Not-for-profit

Timeframe

2017

Website

#FoodForThought

Agency

Tools

     

Role

Art Direction, Branding, Animation, Videography

Credits

Laith Hafez    Creative Director
Waleed Mushtaq    Digital Art Director
Yasser Abuthuria    Photographer
Abrar Alghamdi    Copywriter

Creative Director
Digital Art Director
Photographer
Copywriter

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Animation: Waleed Mushtaq   Voiceover: Abrar Alghamdi

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01. Insight

Hunger kills more people each year than AIDS, Malaria and Tuberculosis combined. There are 815 million people across the globe who still go to bed hungry every night. To highlight this issue on a global yet personal level, Instagram became the first choice platform to launch #FoodForThought.

Instagram is world’s top choice platform for sharing food photos with over a billion active users worldwide. With an ever-increasing userbase of food lovers and growing presence of some of the region’s most renowned Chefs, Food bloggers and Food enthusiasts.Instagram seemed like the perfect platform to raise awareness about World Hunger, that too in the most unexpected of ways.

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02. Challenge

We had zero budget to being with. Therefore, the biggest challenge was to convince as many talented calligraphers and influential food bloggers to participate in this awareness campaign on humanitarian grounds. The biggest incentive for everyone involved was to have played their part in this noble cause of putting an end to World Hunger.

Moreover, due to lack of budget, the only way possible for this to reach millions was through enormous organic growth of the campaign. This could only be achieved by having region’s influential food lovers on-board, and by making sure that everyone can easily contribute to this cause by merely participating in social media discussion or further sharing these with their contacts.

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03. Solution

We gave voices to the empty plates. The thought-provoking and powerful calligraphy messages were inked by calligraphers coming from diverse backgrounds, carrying distinct calligraphy styles.

These beautiful plate designs were then assigned to Middle East’s leading regional food bloggers. The Instagram posts informed the audience with staggering facts related to World Hunger. The call-to-action was to share these though provoking calligraphy messages and donate to the WFP’s page, so that these empty plates’ voices reach out to many more.

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04. Results
Artists & Bloggers


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A total of 22 calligraphers spanning across 4 continents and 28 Middle-Eastern based Food bloggers' participation resulted in a massive outreach of World Hunger awareness across the globe.

Organic Outreach


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The campaign posts reached out to over a million users organically with no paid advertising.

Increased Following


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The WFP MENA’s Instagram account saw a massive 300% increase in the followers’ count within just two weeks of the launch.

Coverage & Awards

#FoodForThought got featured in many renowned publications in the Middle East. It also ended up getting Shortlisted for Dubai Lynx 2018 in Design under Typography category.

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