A new campaign from charity No Kid Hungry is appealing to millennials' love of emojis by letting them be a force for ending childhood hunger in the U.S..
Created by BBH New York, "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, and will be put towards food to help feed hungry children.
The campaign is designed to use the emojis to raise awareness about the fact that one out of every six kids in America is hungry, along with funds to help address the problem. "The issue of hunger in America is something we at BBH feel very strongly about, especially as it relates to children," says BBH NY Chief Creative Officer Gerard Caputo in a statement. "We know millennials engage with causes they are passionate about on social media. EmojiMeals is meant to channel this behavior towards No Kid Hungry's mission and generate actual donations."