On the 16th October 2011, as part of World Food Day, Action Against Hunger commissioned a campaign to raise awareness and funds, amongst the general public concerning the world's hunger problem, with particular emphasis on acute child malnutrition, a disease that kills over 3.5m children each year.

The strategy and insight that shaped the idea was to cause a reflection on the issue, creating a visual metaphor which deals with how a badly distributed world works. We decided to work with children to see if an instinct that we believe is innate in all of us is lost as we grow older. The idea was to understand how children respond when confronted with scenarios of obvious injustice, challenging them when what is at stake is their meal.

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 one 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 one of the three 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 children's experiment that shook up the Internet." - Yahoo News