Action Against Hunger: GIVE YOUR CALORIES

Credits & Description:

Advertiser: ACTION AGAINST HUNGER
Agency: HAPPINESS BRUSSELS
Category: Best Use of Mobile Devices
Advertising campaign: GIVE YOUR CALORIES
Film Director/Photography: Bob Jeusette (Happiness Brussels)
Executive Creative Management: Dominique Van Doormaal (Happiness Brussels)
Graphic Designer/Flow Developers: Jeremy Vandenbosch (Happiness Brussels)
Concept Provider: Cecilia Azcarate Isturiz (Happiness Brussels)
Executive Creative Management: Karen Corrigan (Happiness Brussels)
Graphic Designer/Flow Developers: Daniel Nino (Happiness Brussels)
Consultants: Isabel Peeters (Happiness Brussels)
: Sebastiaan Weyler (Bliss Interactive & Mobile)
Offline Producer: Sophie Gunsbourgh (Happiness Brussels)
Offline Producer: Bart Vande Maele (Happiness Brussels)
Content/Strategic Planner: Joris Joosten (Happiness Brussels)
Digital Strategy Manager: Maarten Breda (Happiness Brussels)
Consultants: Peter Ampe (Happiness Brussels)
Concept Provider: Ross Mccurrach (Happiness Brussels)
Concept Provider: Arnaud Bailly (Happiness Brussels)
Online Producer: Stijn Van Velthoven (Happiness Brussels)

Execution
"Give Your Calories" was launched via postering, a tutorial video spread across social networks as well as a major partnership deal with the number one online cooking show, Epic Meal Time. An episode of Epic Meal Time had the app completely incorporated in it, as the main characters used the app, and explained what it was all about. Across social networks, a tutorial was spread and on instagram, the place where people most share photos of their food, a tracking system was devised, following #calories #food and several other relevant key words. When a user posted a photo and added one of these hashtags, they would be followed by the account GiveYourCalories, where there was just one photo. A call to action to download the app.

Strategy
Action Against Hunger is a non-profit organization commited to ending world hunger and restoring the world food balance.As their yearly fundraising event was cancelled due to Hurricane Sandy, they approached us to come up with a solution to make people donate to help restore the food balance in the world, and to make up for the donations they didn’t get due to Hurricane Sandy. We created the GYC app, an app that lets you scan food via image recognition or barcode recognition, and automatically calculates and converts these calorific values into dollar values, which you can then donate to Action Against Hunger. The app creates an entirely new way of donating, close to the daily lives of people, and really easy to use. People can use the app as a diet solution as well as a helpful way to help undernourished people in the third world.

Effectiveness
The special episode of Epic Meal Time was viewed over 825,000 times and was spread on major blogs and news sources. The comments and likes were hugely favourable, at time of entry 25,000 likes to 500 dislikes, so even Epic Meal Time, normally slandered for food waste, was given a pat on the back by their followers for doing well. Key comments were “it’s like Instagram but better”. With a social reach of over 5,000,000 impressions the campaign was very quickly spread and shared by key influencers, pushing the donations up, but essentially pushing awareness of the Action Against Hunger’s work on the field, making it the top of mind food charity, to a whole new social group, pushed to give for the first time, in a way relevant to them.• Downloads : 9,659• Calories donated : 200,176• Epic Meal Time views : 944,859• Social media reach : 6,100,000• Awareness: the idea appeared on major blogs and in online and offline media.MashableElleNew Media RockstarsFrequencyAll techie NewsDigitalSpyDigital Age TimeWorld News and Wire