Soppkok Stockholm Digital Campaign Against Homelessness, 1 by Pool

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Campaign Against Homelessness, 1

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market Sweden
Agency Pool
Art Director Johan Gustafsson, Pj Lindqvist
Copywriter Ulf Ronnback Af Lulea
Photographer Sylvie Champenois, Marcus Kurn
Released December 2012

Credits & Description

New campaign against homelessness in Sweden we just launched on Instagram. It's for the non profit organization "Soppkök Stockholm" (Soup Kitchen Stockholm). It's called "#matfördagen" (foodfortheday) and highlights that 5000 people in Sweden won't have enough food, or a roof over their heads, this holiday. The aim is to create awareness about the problem, and to give advice on how to help those in need.

Finally, a food related pic on Instagram that actually is good.
The concept idea is that you post the picture of the paper plate on your Instagram, and then label it with food related hashtags, like #yummy, #lunch, #nomnomnom etc. to "hi-jack" the food related hashtags, and also add the campaign hashtag #matfördagen. The campaign picture then turns up not only in your own followers feed, but in the feed of the food related hashtags, spreading the word to a wide range of Instagram users. A number of the top Swedish Instagram celebreties boosted the campaign by sharing the campaign picture to their large numbers of followers. The campaign picture and hashtag also spreads via Facebook and Twitter.
Link to the campaign site:
Agency: Pool
Art Director: Johan Gustafsson
Art Director: PJ Lindqvist
Copywriter: Ulf Rönnbäck
Photographer: Marcus Kurn/Sylvie