No Kid Hungry, a nonprofit organization dedicated to ending childhood hunger, and BBH NY have launched a social media campaign that uses emojis to combat the issue of hunger nationally. The initiative raises awareness that one out of every six kids in America is hungry, while also raising funds to help address the problem.
One of the first campaigns to partner with Instagram to use their new ads in stories format for charity, EmojiMeals features 10-second videos on Instagram Stories that show an empty plate, asking users to fill it with a range of emojis such as corn, chicken, pears, bacon and cookies. With the addition of each emoji food item to the virtual plate, the amount of your donation increases, going to buy food to help feed a hungry child.
Launching on social media, the campaign includes a custom microsite donation portal as well as CRM, influencer partnerships, event and OOH components. This ScreenWork video explains how EmojiMeals works.
“The issue of hunger in America is something we at BBH feel very strongly about, especially as it relates to children,” said Gerard Caputo, BBH NY chief creative officer. “We know Millennials engage with causes they are passionate about on social media. EmojiMeals is meant to channel this behavior towards No Kid Hungry’s mission and generate actual donations.”
The campaign is the first of its kind from No Kid Hungry, a campaign from the national anti-hunger organization Share Our Strength that connects kids in need with nutritious food and teaches families how to cook healthy, affordable meals. The campaign also engages the public to make ending child hunger a national priority.
