Empty plates despite food porn

Many young people proudly present their food to the whole world every day. On the occasion of World Food Day, Unicef Switzerland has called for an empty plate with the Hashtag #emptyplates The aim of the Campaign is to draw attention to over 1.4 million severely malnourished children fighting for their lives in Nigeria, South Sudan, Somalia and Yemen.

"Reaching new target groups is becoming increasingly difficult these days. The algorithms of social media platforms don't make it any easier for us to generate reach and awareness without a large media budget," says Marc Uricher, Head of Campaigns and Digital Media at Unicef Switzerland.Reach with the help of influencersThis is the first time that Unicef Switzerland has worked with Influencers and food bloggers as authentic multipliers together. Combined with active community management, social ads and the use of innovative Facebook camera effects, a large amount of user-generated content was created and shared in a very short time. The result is an enormous reach with a minimal budget and authentic attention for starving children. "In this first awareness-raising phase of the autumn campaign, Unicef must first earn the interest, trust and attention of new target groups. Due to the increasing ignorance of advertising content, influencers and the right choice of channels and topics are essential," says Dirk Unger, Creative Director and concept developer at campfire