PASS THE PLATE

UNICEF flips the meal box model on its head to help feed those in need.  

Client

UNICEF

CHALLENGE

UNICEF is the No. 1 supplier of RTF, a lifesaving treatment for those suffering severe malnutrition. Solving hunger is a tremendous feat that is tremendously under-supported by donors. 

INSIGHT

People donate to causes that feel personal.

Most American donors have never experienced malnutrition on the scale or to the degree that UNICEF's beneficiaries have. 

SOLUTION

UNICEF will play off an American food trend - the meal box subscription - to engage and educate donors about hunger in a novel and thought-provoking way. 

THE BOX

Pass the Plate delivers an opportunity to support malnourished communities while experiencing first-hand what your contribution provides. 

The boxes come stuffed with RUTF to sample, and every box purchased will provide a box of this lifesaving treatment to a child in need.

After the first box, those who wish to continue their subscription will receive letters and updates from the families they support. 

Serving as a home base for subscribers, the site will host the box, info on global hunger, and tools for customizing your donation. 

THE MICROSITE

SOCIAL

&

OOH

To catch eyes and generate buzz, both print and digital ads borrow style conventions from ordinary meal box services.

CALL ME. BEEP ME.