First we created profiles on the mobile platform Instagram based on the identities of real UNICEF children.

Then, using real-time notifications we intercepted food photo uploads using the UNICEF profiles to like them en masse. Just as they were about to enjoy their meal.

Leveraging the mobile nature of social media we led people to a responsive site, where they could donate and share UNICEF aid food photos on social media for their friends to see - just as they would with a regular food photo.

Finally we targeted influential foodies, ambassadors and celebrities to maximise earned coverage

Due to our unique approach, in just two weeks #foodphotossaveslives content reached over 80,000 potential donors through word of mouth alone. With no supporting media of any kind. Effectively giving Unicef a highly contagious tool to promote donating, that they can run in-house as it suits them.

The response rate was 100 times higher than the average banner.

We are now looking to run the campaign globally.