First we created profiles on the mobile platform Instagram based on the identities of real UNICEF children.

Then, using real-time notifications we intercepted food photo uploads using the UNICEF profiles to like them en masse. Just as they were about to enjoy their meal.

Leveraging the mobile nature of social media we led people to a responsive site, where they could donate and share UNICEF aid food photos on social media for their friends to see - just as they would with a regular food photo.

Finally we targeted influential foodies, ambassadors and celebrities to maximise earned coverage

In a controlled two-week trial we intercepted 2,000 local food photos in real-time

The response to our timely food photo intercepts were 100 times higher than the average banner click through rate

Almost 50% of site traffic was from mobile devices – 2.7x more than the average website received in 2013

Social outreach generated support amongst well-known local celebrities, food influencers and UNICEF NZ ambassadors, delivering over 80,000 opportunities to see

Following this success, UNICEF is now looking to run the campaign globally.

12.5% of the World’s population don’t have enough to eat

Yet in the developed world, we have food in such abundance that we’re obsessed with taking photos of our meals and sharing them on social media with mobile photo-sharing apps. It’s a widespread trend that shows no sign of slowing, with close to a million food photos uploaded every day.

Our strategy: Harness the unstoppable food photo trend – to give UNICEF NZ a fresh approach to raising awareness and donations.

Our idea: Use a timely interruption to remind people who love food, of those who don’t have any. And turn their everyday behavior, into a simple way to prove that food photos really can save lives.