WWF Japan came up with unique and approachable idea to grab their attention leveraging accessible digital platform. If you cannot eat any more, just photograph your meal, input the location and share it. The information immediately spreads out to other users who are constantly hungry.

The campaign generated huge media coverage, creating significant sensation among ordinary young people with earning more than \20 million free publicity with \0 media cost. It transformed difficult, unapproachable theme into familiar daily conversation and interaction, making environment issue relevant to young people.