To drive advocacy and fundraising for the wellbeing of underprivileged around the world who were struggling with hunger, we re-designed and re-purposed a media channel everyone in the UAE and in Dubai were familiar with i.e. car number plates, and activated that small-scale medium in a way no one had done before.

The attention earned across media platforms and influential voices, drove interest and earned the idea its way into cross-media conversations.

This disruptive use of media, helped activate registrations from the ultra-elite to a special auction of number plates we designed to raise significant funds to fight hunger worldwide.

Starvation is fast becoming our world’s worst humanitarian crisis. The World Food Programme reported the world needs $30 billion dollars per year to feed the world's hungry people and end global hunger by 2030.

But the world has funds to fights world hunger and starvation. We have multi-billionaires, across the world, who can help with world hunger. David Beasley, Director of UN’s World Food Programme stated: “Billionaires need to step up now. Because with 400 trillion dollars’ worth of wealth in our world today, shame on us that we let any child die from hunger.”

The UN called for support from Governments to help. The UAE Government responded via MBRGI Global Initiatives, that launched the “One Billion Meals” campaign in Ramadan 2022 to donate 1 billion meals to feed the hungry around the world. To help drive contributions, the UAE Government Media Office sought support to drive advocacy and fundraising.

The Creative Idea: Empty plates to generate advocacy and fundraising for empty plates, turning a symbol of vanity into a beacon of hope and generosity.

Driving awareness for the plates that truly matter, we transformed the typical number plate auctions in the UAE, that sold unique plates to UAE's ultra high-networth elites, who held the funds to help fight hunger. We re-engineered those frivolous auctions, where number plates are sold for millions of dollars, into more meaningful ones to fight hunger. And in turn, we gave the auctions a purpose.

Next importantly, to create buzz and awareness around those auctions and attract ultra high net-worth elites of UAE, we wanted to create the most unique number plates ever - to fight the empty plates around the world. And we designed the world's first Empty Plates for cars driving across the country, to disrupt media and attract attention from the elite.

Unique car number plates are extremely valuable in the UAE; a symbol of vanity.

VIP number plates with unique digits (such as 8 or 002 or 0001) or repeated numbers (such as 7777 or 88) also attract speculation on social media around the amount spent on each plate.

These number plates are sold at auctions. People pay millions for these license plates; every year around $10 million are spent on unique number plates. 8 out of 10 of the world’s most expensive license plates were bought in Dubai.

Unfortunately, while these car plates get noticed, millions of other plates go unnoticed.

While costs spent on these number plates were going up, the cost of plates of food for those hungry was going up too; increasing worldwide, exponentially, every year, exacerbated by the pandemic’s impact.

We decided to use these number plates to attract attention to the plates that truly mattered.

Earning legitimate attention from UAE's elite was essential.

Now, that would be achieved by making the idea popular through influential platforms.

With the public and even the police not knowing about them, we got 300 cars with specially designed empty number plates, sourced for free, to take over streets of the UAE.

And through social media and micro-influencers, the empty plates fueled speculation and controversy, earning attention of everyone - even getting police to tow them away - and generated nation-wide buzz.

Once enough curiosity was raised, we worked with influential social media and media voices to reveal the real reason (fighting world hunger), attracting even further regional and global attention.

Cross-channel content revealed more about the idea and targeted to ultra-high-net worth individuals, both via online profiling as well as through direct marketing, we invited the ultra-elite to attend the meaningful auction, with ALL funds going to fight hunger.

A symbol of vanity did become a beacon of hope & generosity.

RESULT 1: INFLUENCE

2 billion people reached.

20 credible regional organizations joined and promoted “Empty Plates”.

$4.7 Million in free media value.

Coverage from 12 international news networks.

Average 60 seconds of airtime per network.

“Empty Plates” trended on Twitter & Instagram.

460,000 comments & shares on social media.

980,000 interactions on social media.

RESULT 2: RECORD-HIGH FUNDS

World’s largest-ever humanitarian auction in terms of funds raised.

$43.8 Million total raised from all number plates in only 2 days.

$2 Million raised from Empty Number plate.

Target achieved within 12 days of campaigning and 2 days of auctioning i.e., within 14 days vs. target of 30 days.

RESULT 3: ALLEVIATING HUNGER

Fundraising drove 164 million meals being donated, helping families across 50 countries worldwide.

MBGRI was also able to successfully complete the One Billion Meals campaign within Ramadan.

In the UAE, unique number plates are a big deal.

People pay millions for these license plates, costing several times more than the cars they are placed on.

Now, while these plates get noticed, millions of other plates go unnoticed.

Starvation’s fast becoming the worst humanitarian crisis.

So, in Ramadan, we transformed a symbol and medium of vanity into a beacon and medium of hope and generosity.

Empty Plates on cars on streets of the UAE turned attention to empty food plates around the world.

And attracted ultra-elite to an auction, collecting $43.8 million in funds for those suffering.

In Ramadan, a month of fasting, generosity and humanity, donation drives are aplenty and it’s all for a good cause.

So, the timing was essential, as people were more cognizant towards the underprivileged.

Now, to help with the "One Billion Meals” initiative and contribute $20 million dollars, we needed to achieve a BIG target in 30 days.

To make that BIG difference, we needed to target those who would spend BIG.

In their early 40s to their 50s, these were ultra-high-net-worth individuals with wealth

spanning tens of millions, hundreds of millions and billions worth in investments, assets

and net-worth.

They enjoyed status and exclusivity, and the badge value and social currency that came with it.

They enjoyed owning rare objects and living rare experiences that few can own and live.

To appeal to them, we needed to feed those desires, to feed the millions of empty plates around the world.