7 million people in France rely on food aid. Many young people are amongst those affected, particularly students with their increasingly precarious living conditions. Since the Covid-19 crisis began, 50% of students feel that they do not have enough to eat, and many find a balanced diet difficult to afford.

Greenpeace France wanted to implement a campaign to appeal to the presidential candidates, to elicit a reaction from the general public and to make people, especially young people, understand that food insecurity is not inevitable. The campaign has to introduce the solutions: a social security system for food, or healthy and ethical meals priced at 1euro in university dining halls.

The project also aims to give hope and energy to our audiences and show that solutions other than processed foods exist.

Another goal was to create PR and to use the same platforms as the target audiences (Instagram & TikTok).

Just because food is available and affordable doesn't mean we have to accept it.

What exactly is Survifood? In a nutshell, it is the first start-up to deliver disgusting food for your health and the good of the planet.

We created a full 360° campaign including everything from advertising films to meal delivery, via print and social media and the use of influencers. Our graphic and communication identity was inspired by those used by the food delivery applications Uber Eats & Deliveroo. Of course, absolutely nobody would want to order these disgusting dishes which are already a fact of life for millions of young people every day.

It was this sad reality that we wanted to highlight with the campaign.

The stakes for this campaign were high: access to food is a topic that Greenpeace does not usually address, aimed at an audience that the NGO does not usually reach - young people.

In order to deliver a hard-hitting message to this section of the population, we mobilised 10 influencers who, between them, reach more than 10M young people in the target segment, mainly on Instagram and Tiktok.

In parallel with the influencers' message, we produced various creative assets that allowed us to provide information on the subject via Greenpeace France's communication channels, but also to give visibility to the solutions that could be put in place to ensure that everyone has access to decent food.

Sustained PR work was done in support of these measures to ensure consistent media coverage of the message.

From the 21st February through to the 10th April 2022, Survifood, was supported with a full social media and influence campaign, including a live on Instagram the week before the first round of the French presidential elections:

-The campaign was launched on Greenpeace France and Jhon Rachid’s social media, with a film, prints and exclusive content.

-10 influencers received a Survifood delivery, which they were invited to unbox, taste and give their opinion.

-Content was published to raise awareness of the solutions and to inform people about them with static posts, carousels, street interviews and influencers content.

-On the ground, wild posting of our Survifood prints near university dining halls and organisation of debates in the universities, with the support of student associations.

-To close the campaign, a live broadcast on Instagram was organised by Greenpeace to answer all the questions that were raised during the campaign.

2 million impressions with 0 media investment :

Display campaign in Le Figaro (a French broadsheet newspaper)/ +300 000 impressions (free campaign)

Posts by 10 influencers on Instagram and Twitter / + 1M impressions

Posts of creative assets by Greenpeace on its social media accounts / +600 000 impressions

+ All the impressions generated by the coverage of the topic in the media (BFM, Stratégies), magazine and websiteCB News, Culture Pub, Brand news, Dans ta Pub, Influencia... ), for which we have no figures.

+ 150 000 interactions and likes from communities on stories, reels, posts and lives published by the various stakeholders on the social networks, from messages of support for the cause to testimonials of daily life.

In the end, it generated more than 18,000 petition signatures.

Take note: the campaign is archived at the Musée des Arts décoratifs in Paris for a future exhibition!