Hidden Camera on Hunger

Winner: Gold Effie, Multi-Brand Shopper Solution

Childhood hunger doesn’t always reveal itself to the naked eye. But one in five kids comes from a food insecure household – and those households exist right here in your own community. Meaning your child’s classmates, teammates, or even their good friends could be among that one in five.

We created Hidden Camera on Hunger, a campaign that helped spread awareness about childhood hunger during the back to school timeframe. In partnership with Unilever and Feeding America, shoppers could help provide meals to families in need simply by purchasing $15 of Unilever products at Ahold banner stores.

It all started with a stunt

We initiated the conversation about childhood hunger at the grocery store, which was the unexpected — yet perfect — place. We put a Hidden Camera on Hunger,
shedding light on a topic that had been hidden in plain sight for far too long.