The health crisis caused by the Covid-19 pandemic has led to an unprecedented worldwide economic crisis. Although hunger is not an infectious virus that spreads by contagion, it is a disease that is advancing, spreading and already affects an eighth of the planet. Currently more than 811 million people in the world go hungry, 118 million more than in 2019. In the case of Spain, it is estimated that there are around 11 million people at risk of poverty, that is, a quarter of the population. This was coupled with a crisis in the NGO’s fundraising model, based on corporate donations and street fundraising, both of which have been hard hit by the crisis. This has generated a funding crisis never seen before, more people in need of help and less funds than ever before.

TABLEWARE Project is a philanthropic initiative that seeks to explore other ways to generate donations and reach targets with medium / medium-high purchasing power but is reluctant to the classic formulas of communication in this category. A design object, 30-piece tableware, where each piece is unique as it has been designed by a different artist, with a briefing as broad and free as that capturing on an empty plate a metaphor about hunger. A new look at the problem of hunger, out of its usual context to turn into a call for reflection for those who can eat every day, compared to those who do not have a plate on their table.

The strategy was based on breaking the codes of the category to attract an audience with other interests and greater purchasing power. The premise was based on the example of brands with purpose, such as TOMS, which have been a great success in sales and solidarity fundraising by formulating aid from another place: the creation of a product with high perceived value that makes the aid we are providing tangible. Due to the high value of each set, we chose to develop a limited edition and the launch is focused on testing interest and attracting a database (the call to action (CTA) focused on leaving your data if you are interested in acquiring it). From there, a distribution agreement was closed with FNAC ( the first European chain of culture and technology).

The project was structured as the creation of a new product, solidarity tableware where each plate is a work of art. 24 artists from different disciplines, illustration, photography, music, poetry… were selected and given a free briefing for the development of their creation. Artists of the quality of Mario Vargas Llosa (Nobel Prize in Literature), Alejandro Sanz (One of the most renowned singers in the Spanish language), and Recuenco (one of the most reputed photographers) joined emerging artists. A “making off” piece of the creation process of each piece was developed and produced in collaboration with Cartuja de Sevilla ( a renowned tableware company). Various exhibitions were held in art galleries around the country. After the success of the launch, which was based on a limited edition, a distribution agreement has been reached with the FNAC. The unit price is €600 and all proceeds go to the fight against hunger

The project generated a reach of 133 million, a 124% increase in mentions compared to the same time period immediately before its launch, and potential digital impressions of the campaign grew by approximately 280%. Media such as Harper’s Bazaar, Cosmopolitan, Elle, Esquire, and Conde Nest Traveler, echoed the proposal, generating a brand presence for Action Against Hunger never seen before in this type of media. 66 editorials at zero cost and the presence of television and radio, generated more than one million euros (€) of return in earned media. Thanks to all this, “Action Against Hunger” increased the acquisition of qualified leads by 20% and most importantly, stopped the decline in membership that began in early 2020 to recover the 2019 levels (before - Covid-19). After the success of the launch, which was based on a limited edition, a distribution agreement has been reached with the FNAC ( price: 600€)