Despite the fact that China seems so progressive and always ahead when it comes to innovations, trends and engineering it still has lack of social issues. Especially when it comes to human rights. Together with our partner, the International Society for Human Rights (IGFM) we decided to help the fight against death penalty. Fast, effective and affordable. And in a way Social Media hasn't seen "social" before.

We used the hashtag #foodie – which is used over 40 million times and rising – to spread our message for good. But we not just tagged our videos with #foodie, we also gave it an equivocation in the end of our recipe videos. By changing the colour of the last three characters of #foodie – "die". The videos were posted on the Facebook profile of our client IGFM and has been shared by food bloggers and sites and followers of IGFM immediately, until we reached the timelines of users we wouldn't have normally reached with this topic.