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Food Photos Save Lives

Award: Yellow Pencil

Yellow Pencil / Mobile Marketing / Integrated Mobile Campaigns / 2014

Photographs of meals on social media profiles are a global first-world phenomenon. They're also a tragic contrast to the millions of children suffering from severe malnutrition. But what if the food photo trend could be used to save lives? This social media campaign for Unicef New Zealand hijacked food photos as they were posted, pricking the consciences of the privileged to encourage them to buy Unicef Survival Food Aid Packs. In appreciation we enabled them to share a different type of food photo – their just purchased Unicef Survival Food pack on a plate.

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