# Food Photography Charity Challenges The Breakfast Challenge Benefits America's Hungry Population By Alyson Wyers | Published 2014-12-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/breakfast-challenge References: [psfk](http://www.psfk.com/2014/12/jawbone-lets-you-donate-a-meal-using-its-activity-tracker.html) & [quaker.jawbone](http://quaker.jawbone.com/breakfastchallenge) What do a cereal maker, music technology and breakfast challenge have in common? Apparently, an app that lets you donate meals to the hungry. [Quaker Oats](https://www.trendhunter.com/trends/oatmeal-pack) and Jawbone are teaming up for The Breakfast Challenge. By taking a picture of your morning meal, users who downloaded Jawbone's activity tracking app UP can benefit [Feeding America](https://www.trendhunter.com/trends/toojays-and-feeding-florida). This initiative is running from December 2 to December 16th. When you take a picture of your breakfast and upload it to Jawbone's site, you can ensure someone in need gets to eat breakfast too. After the goal is reached and the challenge is over, you can donate directly to the hunger relief charity. So far over 115,817 meals have been donated. Quaker Oats will donate up to $20,000 (or 200,000 meals). ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 37% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Meal-donation Apps:** Apps that enable meal donation are on the rise, paving the way for more charitable collaboration between different industries. - **Charitable Challenges:** Charitable challenges such as the Breakfast Challenge have shown to be effective in raising awareness, encouraging donations, and promoting social good. - **Food Photography for a Cause:** Utilizing social media and photography to promote social causes has become an innovative approach to raising awareness and donations. ### Where This Applies - **Food Industry:** Companies in the food industry can collaborate with meal-donation apps to promote social good and gain positive brand recognition. - **Fitness Industry:** Fitness tech companies can incorporate charitable challenges into their products, encouraging users to adopt healthier habits while simultaneously giving back to their communities. - **Social Media Industry:** The social media industry can provide a platform for charitable challenges and initiatives to reach a wider audience, promoting social good and positive brand association. ## Related on Trend Hunter - [Community-Supporting Meal Initiatives](https://www.trendhunter.com/trends/giftameal.md) - [Charitable App-Focused Initiatives](https://www.trendhunter.com/trends/slim-chickens1.md) - [School Breakfast Programs](https://www.trendhunter.com/trends/breakfast-club-of-canada-supports.md) - [Menu Discovery Challenges](https://www.trendhunter.com/trends/feel-good-foodie-challenge.md) - [Student Nutrition-Supporting Campaigns](https://www.trendhunter.com/trends/student-nutrition.md) - [Dressed-Up Breakfast Campaigns](https://www.trendhunter.com/trends/get-chic-for-breakfast.md) - [Long-Term Food Insecurity Efforts](https://www.trendhunter.com/trends/jack-and-jill-of-america.md) - [Adult Breakfast Clubs](https://www.trendhunter.com/trends/breakfast-club-for-adults.md) - [Complimentary Breakfast Trucks](https://www.trendhunter.com/trends/vegfast-van.md)