'The Share Experiment' was released in Spain in the context of World Food Day to raise funds and draw attention to 1 fact: in a world with the capacity to feed twice its population, 3.5m children die from causes related to acute child malnutrition every year.The campaign consists of creating a visual metaphor for how the world works. An experiment was conducted in which several children (4 to 6 years) were recorded, 2 by 2 at snack time. 1 of them was given something to eat. The other was not. This was done to determine whether indeed there is a natural instinct to share and that somehow we are losing it over the years.Without any real expectations as to what results the experiment might bring, all the children did indeed share their snacks and the video positioned itself on the day of its launch, as the most watched and appraised in its category in YouTube, achieving over 1m visits as well as being ranked as one of the 3 most tweeted videos of that week.The video touched the hearts of internet users, who spontaneously shared and viralised the campaign to such an extent that national and international media such as La Sexta, Telesur, CNN Chile, France2, UKChannel 5, among others, included it in their news bulletins and debates. As a result of such strong media buzz, what initially set out to be a local campaign rose to international status and was seen in over 180 countries.

The creative strategic solution was to conduct a social experiment using 20 children between the ages of 4 and 6. We sat them down in pairs at a table with 2 covered plates in front of them. An adult monitor explained that they could eat their snack while she went off to find the photographer for their photo session.

The children were left alone and when they lifted the lids off the plates they discovered that only 1 plate had food on it. The other was empty. Incredibly, all of the children with food shared their snack with the other child who didn’t, teaching us all a very important lesson.

We rolled out the video of the experiment on the internet to direct user traffic to www.experimentocomparte.org where users were encouraged to share via 3 different channels: direct donation, becoming a member of ACH and donating luncheon vouchers.

The campaign not only fulfilled but surpassed Action Against Hunger’s donation and awareness targets, notching up over 1m visits to YouTube in just 1 week.

It was also 1 of the 3 most tweeted videos the week of its launch and was the most viewed and appraised video on YouTube in October.

The experiment was seen in over 180 countries (Youtube Analytics).Due to its success, the International Network of Action Against Hunger (AAF) decided to launch the campaign (The Sharing Experiment, Test du Partage) in England, United States, France and Canada simultaneously.The experiment starred on the Dutch documentary series about 'Liberty, Equality and Fraternity' broadcast on national public television in the Netherlands.The experiment featured in Channel 5, London in 'The Wright Stuff' in the 'Topical Debate' with Matthew Wright and his panelistsYahoo News called it, "the children's experiment that shook up the internet."