Walmart

Blackout Hunger

Normally posting a picture of your food on Instagram is annoying, but what if it could help raise awareness about food insecurity in America? We partnered with food bloggers on Instagram to post unattractive black and white photos of food to their normally color-filled feeds. This created a β€œthumb-stopping” action that let us explain the issue, and encourage UGC that was incentivized with an additional donation. Ellen DeGeneres even got on board with the idea.

Instagram

A small sampling of the black and white photos. During the month the campaign launched, nearly 96% of all #FightHunger posts on Instagram were black and white food pictures.