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Mohammad Farhan Noor Sigit Leksana INDONESIA

The Hunger Truck (Young Spikes Asia 2012)

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This is our idea for Young Spikes Asia 2012 Media Category. Unfortunately, we didn't win something this time.

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Page 1: The Hunger Truck (Young Spikes Asia 2012)

Mohammad Farhan Noor

Sigit Leksana

INDONESIA

Page 2: The Hunger Truck (Young Spikes Asia 2012)

Background

World Food Program (WFP) is the world’s largest humanitarian agency, fighting hunger worldwide. On any given day, 5000 trucks, 60 planes and 40 ships are delivering food across the globe.

There are more malnourished children in Asia than any other continents. Mother and Child Health and Nutrition (MCHN)is one of WFP’s key projects.

Page 3: The Hunger Truck (Young Spikes Asia 2012)

Challenge• Low brand awareness• Not have a marketing budget that has difficulty raising awareness about it’s work in the issue of hunger.• Looking for funding platform targeting individuals.

Objective

Create a media campaign to raise brand awareness about WFP in Asia about the issue of hunger and find the best funding platform to getting donations from the public.

Target Audience

Working Middle Class who are busy with their routine. Lack of information about the donations.Youth (15-24) willing to do small things that can make a difference. Active in social media and in the needed of self actualization.

Page 4: The Hunger Truck (Young Spikes Asia 2012)

So we will tell the stories of Malnutrition in your country.The story that makes people aware of the issue and will fight the hunger!

“No one really knows how many people are malnourished, there are only few people or organization that knows about it.” – worldhunger.org

“We don’t know where the money is going to arrive and we don’t know how muchof that money is going to spent on humanitarian needs..” - Middle East Voice

Insights

Page 5: The Hunger Truck (Young Spikes Asia 2012)

THE HUNGER TRUCKWorld Food Program has been used trucks as their regular transportation to deliver the food to

where is needed. These trucks usually had traveled many remote area. We want to move some of these trucks to big cities in Asia. We will use and customized these

trucks as our medium to spread the messages. These trucks will tell you the stories, the stories about the hunger.

Page 6: The Hunger Truck (Young Spikes Asia 2012)

Campaign Phase

Awareness Participate

Facebook.com/worldfoodprogramFollow: @wfp_asia

Phase 2: Face Lip The TruckWe will redesigned the hunger truck with a new message. After the phase 1, people already aware about the hunger truck and the issues of hunger in their own country, so this time we will ask people to participate and donate to MCHN Program.

Phase 1: Spread the storyThe hunger truck will tell a story about the hunger issue in big city. Its time to shout out or activity so people aware about the situation and raise the awareness. The Truck

Facebook.com/worldfoodprogramFollow: @wfp_asia

Maintenance

Phase 3: Engaging DonorsOur Campaign will inform in our website. There will be an online tracking about the rest of our trucks that deliver the donations. All the information will be collect here.

Online Tracking#HungerTruck

Page 7: The Hunger Truck (Young Spikes Asia 2012)

Facebook.com/worldfoodprogramFollow: @wfp_asia

Phase 1:Spread the Story

Adjust social media account for countries who already own its account (Such as Indonesia, Laos, Malaysia, Philippines, Pakistan and Sri Lanka who already have social media account)

Localized fact, name, photo and area with suitable country

Put Hashtag to find more about the topic/conversation on Twitter

Page 8: The Hunger Truck (Young Spikes Asia 2012)

Phase 2: Mobile Donations

Facebook.com/worldfoodprogramFollow: @wfp_asia

Scan to find the map

We put QR Code direct to micrositethat show online map of the truck journe

Work with Master Card to provide online donation

Middle Class Worker

Photo Booth

Youth

Yes, We Care!

We change this truck in phase 2 as a mobile funding platform. People can donate it directly or using online payment. Fact that WFP already collaborate with Master Card for online donation, will easily implement mobile fund raising

We also change this truck in phase 2 as a mobile phone booth. This hunger truck will visit schools in the city and trigger students to take a photo and share/upload them in the social media.We used photo booth to enlarge the messages

Facebook.com/worldfoodprogramFollow: @wfp_asia

Backdrop

Page 9: The Hunger Truck (Young Spikes Asia 2012)

Maintenance

• All the Trucks can be track in our micro site, so donors can see the result of their donations.

• The activity also will be documented in this micro site, and our social media.

• Offering our visitor to become our regular donor on wfp.org/donate or stay informed at wfp.org/join

Page 10: The Hunger Truck (Young Spikes Asia 2012)

Let’s Discuss