World Vision came to us with the brief of educating a younger audience on what hunger actually looks like in many underdeveloped countries. Not famine, but 'meal uncertainty' - where there is no guarantee that just because you ate today, that you'll be eating tomorrow.
To explain the concept of meal uncertainty to our social media audience, we created 'Meal of Fortune', a social challenge that mimics the experience of not knowing when you'll be eating next with an Instagram filter that decides for you.
Before every meal, participants engaged with the Meal of Fortune filter, where a spinning plate would deliver a randomised outcome of what they'd be eating: food of their choice, a small ration of rice, or nothing.
The challenge led to World Vision's highest rate of donor sign-ups since 2016 and was nominated for an Effie Award in 2022.