The holed spoon we created is not just easy to relate to food and hunger for both involved influencers and final target audience, but it’s also a symbol that can be leveraged each year for each World Food Day ActionAid Italia’s “Operazione Fame” aiming to fight starvation.

It’s simple, original and easy to produce, share and show, touching people’s heart and making it memorable.

By sending the holed spoon to influencers, journalists and TV program, with 0 euro spent for media buying, the holed spoon got almost 60 million people impacted by TV earned media in just one week and more than 150 articles in printed media. “Operazione Fame” succeeded in rising attention and sensibility on unequal distribution of food. But the most beautiful number of all was the number of messages received with donations: more than 70,000 SMS amounting to €154,000 donated by Italians to help ActionAid’s efforts to defeat hunger