The Delete to Feed Campaign Encourages Offline Interactions
Katherine Pendrill — September 23, 2016 — Social Good
References: deletetofeed & grubstreet
Land O'Lakes recently introduced a new campaign called 'Delete to Feed' that encourages people to spend less time thinking about crafting the perfect Instagram picture and more time thinking about what they can do to combat hunger in America.
The Delete to Feed campaign asks users to delete their food-centric Instagram pictures and in exchange, Land O'Lakes will donate food to those in need. To participate, users simply have to sign up on the website and each food-themed picture they delete will be recorded. For every picture deleted, Land O'Lakes will donate 11 meals to Feeding America.
The idea is that while many of us enjoy food in excess -- sometimes simply for the purpose of art -- there are many people who are going without any kind of food at all. As the campaign's website points out: "Instagram is full of food posts, but millions of Americans go hungry each year."
The Delete to Feed campaign asks users to delete their food-centric Instagram pictures and in exchange, Land O'Lakes will donate food to those in need. To participate, users simply have to sign up on the website and each food-themed picture they delete will be recorded. For every picture deleted, Land O'Lakes will donate 11 meals to Feeding America.
The idea is that while many of us enjoy food in excess -- sometimes simply for the purpose of art -- there are many people who are going without any kind of food at all. As the campaign's website points out: "Instagram is full of food posts, but millions of Americans go hungry each year."
Trend Themes
1. Social Impact Campaigns - There is an opportunity for businesses to create social impact campaigns that encourage users to take meaningful action.
2. Offline Interaction Promotion - Promoting offline interaction can be a disruptive innovation opportunity for businesses in the digital age.
3. Conscious Consumerism - Businesses can tap into the trend of conscious consumerism by creating campaigns that encourage people to make a positive impact.
Industry Implications
1. Food & Beverage - The food and beverage industry can create campaigns that encourage customers to donate meals to the hungry while promoting their brand.
2. Social Media - Social media platforms and their associated businesses can create campaigns that promote social impact and inspire meaningful action among users.
3. Nonprofit - Nonprofit organizations can leverage social media to create campaigns that raise awareness about social issues and encourage people to take action.
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