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.
Art Direction, Branding, Animation, Videography
Laith Hafez Creative Director
Waleed Mushtaq Digital Art Director
Yasser Abuthuria Photographer
Abrar Alghamdi Copywriter
Digital Art Director
Animation: Waleed Mushtaq Voiceover: Abrar Alghamdi
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.
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.
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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#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.