Starvation became the largest humanitarian crisis, with global hunger reaching peak levels in the post-pandemic world. The World Food Programme reported that $30 billion was needed annually to end world hunger by 2030. And the UN called for government support to address this issue.

The UAE responded through the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), which was established to tackle humanitarian and developmental issues, including world hunger.

During Ramadan, MBRGI launched the "One Billion Meals" campaign in 2022 to donate 1 billion meals to feed the hungry.

The UAE Government was seeking support to drive fundraising for this noble cause.

We needed to help contribute fundraising to MBRGI’s One Billion Meals campaign, where 1Billion AED would be needed to feed people around the world.

To create mass awareness for the millions of empty plates that have long gone unnoticed, we capitalized on Dubai’s love for unique number plates.

We knew that single digit number plates are worth millions of dollars and people generate content around them in Dubai every day.

So, we set out to create most unique number plate yet: The Empty Plate.

The Empty Plate would drive awareness for the plates that truly do matter.

Cars with Empty Plates would take over city streets & strategic locations, and attract nation-wide attention, with the city creating the PR for us.

This would ultimately speak to our key target demographic: the ultra-high-net-worth individuals who held the power to donate funds for mass hunger relief.

The Empty Plate, and other unique number plates would be auctioned off with all funds raised going straight to hunger relief.

If we were to help with the One Billion Meals” initiative and contribute $20 million dollars, we needed to achieve a BIG target in 30 days.

To make that BIG difference, we needed to target those who would spend BIG.

In their early 40s to their 50s, these were ultra-high-net-worth individuals with wealth spanning hundreds of millions and billions worth in investments and assets. They enjoyed owning rare objects and living rare experiences that few could have.

To appeal to them, we needed to feed those desires, to feed the millions of starving people around the world.

Every year around $10 million are spent on unique number plates, as they attract attention and respect.

While cost of number plates went up, so did the cost of food for the hungry.

We set out to transform a symbol of vanity into a beacon of charity with the most unique plate yet.

First, we transformed typical number plate auctions and gave them a purpose with all funds raised going to world hunger relief.

Then, we hijacked an existing medium that everyone across the nation noticed: car number plates.

Starting morning, over 7 days, we released 300 cars on the streets of the UAE with a unique number plate – one that was empty.

With the public and even the police not knowing about them, the phenomenon attracted eyeballs, generated speculation & controversy, got police to tow them away, and generated nation-wide buzz.

Once enough curiosity was peaked, we worked with media to reveal the real reason - fighting world hunger - attracting international attention.

Cross-channel content targeted ultra-high-net-worth individuals, via online profiling and direct marketing, inviting them to attend the auction where the unique empty plate and other unique plates would be sold, with ALL funds going to fight world hunger.

A symbol of vanity did become a beacon of hope & generosity.

RESULT 1: MASS AWARENESS

2 Billion people reached

20 Key regional organizations joined & promoted “Empty Plates”

$4.7 Million in free media value

Coverage from 12 international news networks

Average 60 seconds of airtime

“Empty Plates” trended on Twitter & Instagram

460,000 Comments & shares on social media

980,000 Interactions on social media

RESULT 2: RECORD-HIGH FUNDS RAISED

World’s largest-ever humanitarian auction in terms of funds raised

$43.8 Million total raised from all number plates in only 2 days

$2 Million raised from Empty Number plate

Target achieved within 12 days of campaigning and 2 days of auctioning i.e., within 14 days vs. target of 30 days

RESULT 3: MASS HUNGER RELIEF

164 million meals donated

Across 50 countries in need

MBGRI was able to successfully complete the One Billion Meals campaign within the month of Ramadan