2009 Winners & Shortlists

The Brief

59 million children go to school hungry every day, while Dubai’s per capita waste – including carelessly thrown away food - continues to be amongst the highest. The World Food Programme’s aim was to find a thought provoking way to discourage this senseless wastage and raise awareness of how everyone could contribute towards fighting hunger in the developing world.

Creative Execution

With a production cost of less than US$500, these unique tray liners are probably the most economical way that the humanitarian World Food Programme has ever communicated with the public. It also answered the strategy of finding a medium that had longevity and could engage the audience while consuming food, thereby giving the communication more relevance and impact.

Describe the creative solution to the brief/objective.

An innovative tray liner was designed for food courts that demonstrates (while eating) how many children can be fed with the leftovers on a plate, and persuades people to order only what they can eat.

Results

Though specific response rates or results were not available at the time of this submission, the initial feedback at food courts was extremely positive. Online traffic at wfp.org also showed a marked increase. The United Nations World Food Programme cell is now exploring the possibility of extending the campaign to other venues and cities.