Our challenge was to raise awareness around the topic of global hunger in the onset of Covid-19 though a social experiment that would garner attention as well as have a clear call to action. The aim was to increase the rate of donations through the “100 million meals” website and its implementation from a business perspective was to relate the goal directly to the act of eating plentifully, by reflecting the call to action on the plate itself.

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The execution of this strategy was extremely simple in nature. In entailed printing the same QR code onto all diner plates, in view of the phone cameras. We partnered with the restaurants wanting to take part of this campaign and printed these codes directly onto their dinnerware.

The strength of this particular campaign was notably in the simplicity of its concept and execution in addition to its accessibility through the ease of use of the technology itself, as well as its widespread viewership online considering its tie to the popularity of taking photos of appetizing food and sharing them across social media.