The Food Bank: The Hungry Spoon, 2

BBH Barn, the three-month internship programme, has seen the creation of two power-packed campaigns from this years intake as interns selected the issues of food insecurity and casual sexism as their area of focus. Food is one of the most culturally significant aspects of being a Singaporean and the country is often seen as a food paradise of sorts. However, behind this glitzy image, Singapore has an underlying food insecurity issue with 10-14% - roughly 700,000 - Singaporeans currently lacking physical and/or economic access to sufficient, safe and nutritious food. A group of BBH Barn 2019 interns chose to tackle this serious issue of food insecurity in a new social-led campaign. Partnering with NGO The Food Bank, the team rolled out 'The Hungry Spoon' campaign that aims to create awareness about the food insecurity in the country and raise funds for the organisation. The campaign uses the symbol of a spoon, with a dollar coin-sized hole in the middle, to highlight the challenges faced by the underprivileged in accessing healthy and nutritious food and showcase how that gap can be plugged with a relatively small donation. Amplified through The Food Bank’s website and social platforms, an integral part of the campaign involved challenging the target audience (including food influencers) to eat their food using a #HungrySpoon and posting videos of their participation on social platforms. Key partners for this campaign included Veronica Phua, Brand Evangelist at Burpple, and Share Food, an online community for Foodies and Home Cooks. The work was also shared across Facebook and Instagram.