25% of children in Poland suffer from hunger or malnutrition but in general perception Polish people are not aware of the scale of this problem. So how to bring people attention to this in a striking way while there are so many other social issues? Polish Red Cross objective was to increase awareness of the problem and start a social debate.

The problem of hungry children in Poland seems “invisible” for the growing urban middle class as they live far away from this and don’t see its evidence in everyday situations. Majority of mid-class people dream of all kind of luxury. For every fourth child a hot meal is a biggest dream. We wanted to contrast these 2 realities together to provoke an emotional response and make people aware that a proper meal shouldn't be a luxury.

Our campaign gained a lot of interest in mass media (TV, radio and press). The idea was commented on social networks and Internet sites in Poland and abroad. Fashion and cooking blogs also took part in the discussion. As a result we raised 350 000 PLN (100 000 EUR) which is an equivalent of 100 000 meals for hungry children in Poland.

The campaign lasted 3 months. We created new medium by placing realistic mockups of basic Polish meals on luxury shops shelves among their regular products. The price tag was inviting the customers to send a text to feed a child. We gave away over 48 000 leaflets in shopping malls as a supportive medium.

Starting 2 weeks prior the launch of the campaign, billboard teasers were advertising new products without any further explanation. At the same time our viral videos were posted on social networks and Internet banners were published to announce the release of these odd products. The campaign was finally revealed at Red Cross Press conference. After that, our billboards included the price tags and the banners redirected the public to online shops to make the donation for the kids.

During campaign we gave away over 48,000 leaflets in shops informing about campaign. There was 350,000 PLN raised which is an equivalent of 100,000 meals for hungry children in Poland. Our campaign was presented on TV, radio and press. The idea was commented on on Facebook and Internet sites of partners and blogs.