"No Kid Hungry," a campaign from the national anti-hunger organization Share Our Strength, is introducing its first public advocacy campaign to encourage Millennials to help children in need.
Developed pro bono by BBH NY, the social media campaign uses emojis - nicknamed EmojiMeals - to illustrate how one in six kids suffers from hunger.
As one of the first campaigns to partner with Instagram to use the platform's new ads in story format for charity, EmojiMeals features 10-second videos on Instagram Stories that show an empty plate, asking users to fill it with a range of emojis such as corn, chicken, pears, bacon and cookies. With the addition of each emoji food item to the virtual plate, the amount of the donation increases which will be used to buy food for a hungry child.
The campaign also includes a custom microsite donation portal at as well as influencer partnerships and online outreach, like
homepage banners. Large print posters will be featured at this weekend's Chicago Taste of Nation event and the NYC Wine & Food Festival in October. The campaign developed a video to help explain how EmojiMeals works and how to navigate the donation system.
“We know Millennials engage with causes they are passionate about on social media," stated Gerard Caputo, chief creative officer, BBH NY. "EmojiMeals is meant to channel this behavior towards No Kid Hungry’s mission and generate actual donations.”