The Hunger Project: DM

Credits & Description:

Category: Public Interest, Ngo
Brand: The Hunger Project
Media: Film
Country: Sweden
Client: Hungerprojektet Sverige
Advertising Agency: Round & Round, Sweden
Art Director: Hanna Eriksson Wiita
Copywriter: Petter Esbjörnsson
Account Director & Pr: Sofie Gustafsson
Digital Production: From Sthlm With Love
Published: March 2018
Synopsis:
Today, a campaign will go live where The Hunger Project Sweden redefines the meaning of the word ”hunger” with the aim to attract new strategic business partners, and tighter end hunger and poverty. With no money spend, what so ever, the challenge was to find an effective, edge cutting yet simple idea for the campaign. The result is the campaign: Hungry for hunger - a campaign using job ads to end hunger and poverty.
The idea for the campaign Hungry for Hunger:
"Hungry" [huhng-gree]
1. feeling an uneasy or painful sensation from lack of food
2. strongly motivated (as by ambition)
When searching for new employees, many employers use the word 'hungry' in the job description because they want to attract driven, ambitious people. The Hunger Project is a non-profit organization that wants to end hunger by 2030 by empowering people who are hungry – for change. That's why The Hunger Project decided to target companies looking to expand their business by hiring 'hungry' people. For every new job ad featuring the word 'hungry', an automated email is sent to the employer.
Number of job ads with the word 'hungry’: 15 new per day
Number of new contacts and possible business partners for The Hunger Project Sweden: 15 per day