A different kind of food photo on Instagram

non-profit-organization-campaign-against-homelessness-3-600-96922Non-profit organization Soppkok Stockholm (Soup Kitchen Stockholm) hijacked Instagram with hashtags like #yummy or #nomnomnom to raise awareness to the 5,000 people in Sweden who won’t have enough food or shelter this holiday season. Images of plates with powerful information is then discovered by foodies, and hopefully inspires them to make a donation to a cause near to their hearts.

Why I’m Curious: Non-profits have become increasingly clever in communicating their important messages to their target. Just like Water is Life tapped into #firstclassproblems,  leveraging existing digital behaviors to bring to life various privileges is a powerful way of getting consumers to intercept consumers and inspire them to re-think or react.

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