AcAccording to the UN’s World Food Programme, there are 815 Million people suffering from malnutrition and hunger around the world. More people die from hunger than aids, malaria, and tuberculosis combined. These shocking facts are not in faraway countries, unfortunately, they are a regional problem. Neighboring countries such as Yemen, South Sudan, Somalia, and Syria are suffering from extreme cases of hunger.

In order to tackle this problem, we collaborated with the UN’s WFP and created an awareness campaign to let more people know about the problem of world hunger, especially in the MENA region.

We wanted to reach out to the audience in a unique way, that is why we asked the calligraphers who came from diverse calligraphy schools to use empty plates as canvases.

In order to achieve maximum impact through the created designs, black and white monochrome typography was used to focus more on the ideals of the campaign.

Calligraphers from different schools of art participated in this campaign, they all used black color to focus more on the ideals of the message.

Each calligrapher wrote the messages using strokes that carried his/her own emotions and feelings to illustrate beautiful statements that raised awareness for this cause.

The calligraphed plates were sent out to the food influencers who shared the plates on Instagram. Some influencers posted images of themselves carrying the plates, and some of them talked about the problem in a video. We gave them the freedom of speech to talk about the problem in their own personalized manner.

Those who logistically could not receive the plates posted the designs on Instagram with a personalized caption, the messages carried a human touch and were highly effective, as well as very aesthetically pleasing.

The campaign was targeting Instagram users and it lasted for 2-3 weeks, some influencers took the campaign further to other social media platforms. More influencers asked to be a part of the campaign.