The Hunger Project
Not-For-Profit Organisation
ebay
Solving a first world problem, raised awareness about a very real third world problem.
Like many developed nations, Australians often take hunger for granted because food is so abundant. To get people to really notice ‘The Hunger Project’, we knew we had to tap into something Aussies truly care about, dining out.
The idea was simple but powerful: make people aware of hunger by connecting it to something they were already thinking about, their Friday night dinner plans. We showed how missing out on a dinner reservation could mirror what it’s like to miss a meal in a third-world country. In doing so, dining out became more than just a night out, it became a charitable act.
Working with eBay and Dimmi, we set aside tables and meals at some of Australia’s most exclusive restaurants for people to bid on. This campaign solved a “first world problem” in a way that brought attention to a very real “third world problem.”
The results were incredible, we generated 81,108 meals and empowered 41 Indian women to support their communities for an entire year.
