# Hunger-Alleviating Ads The 'Food Link' Campaign Let Users Carry Virtual Food Between Two Ads By Alexander Lam | Published 2013-06-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/food-link References: [psfk](http://www.psfk.com/2013/06/end-hunger-interactive-bus-ads.html) & [wfp.org](http://www.wfp.org/) In an effort to help empower first world citizens to make donations, the [UN World Food Program](https://www.trendhunter.com/trends/foodshare-program) commissioned the 'Food Link' campaign. Food Link allowed people waiting at a bus shelter to carry food to a hungry child with their smartphones. With just three steps, users could pick up virtual food from one bus shelter ad and bring it to the other. Using [RFID technology](https://www.trendhunter.com/trends/outdoor-advertising-campaign), the ads let your smartphone acquire pixelated food from a print ad. All you have to do is walk over to an opposing ad and drop the food off. After giving the child food, a video appears on your phone from the child in the ad. Your phone then gives you the option to donate and [make the virtual food a reality](https://www.trendhunter.com/trends/holidays-without-hunger). ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 24% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Virtual Giving:** Using technology and creative advertising to facilitate virtual donations. - **RFID Integration:** Exploring the integration of RFID technology to enhance advertising initiatives. - **Gamification for Good:** Using gamification to encourage social good or improve social conditions. ### Sectors Adopting This - **Advertising:** This trend could inspire novel approaches to advertising or social campaigns by making use of technological innovations. - **Charity/non-profit:** This trend could inspire a shift in charity donation methods or non-profit campaigning strategies and lead to more effective fundraising. - **Consumer Technology:** Virtual giving and the integration of RFID technology may offer new features that could challenge existing business models for tech companies. ## Related on Trend Hunter - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Virtual Community Kitchens](https://www.trendhunter.com/trends/mission-hunger.md) - [Food Insecurity Retail Campaigns](https://www.trendhunter.com/trends/asda-you-buy-we-donate.md) - [Charitable App-Focused Initiatives](https://www.trendhunter.com/trends/slim-chickens1.md) - [Children's Food-Insecurity Campaigns](https://www.trendhunter.com/trends/never-miss-a-lunch.md) - [Unusual Food Waste Campaigns](https://www.trendhunter.com/trends/food-waste-campaigns.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md) - [World Hunger Day Events](https://www.trendhunter.com/trends/zimad-the-hunger-project.md) - [Pop-Up Reverse Supermarkets](https://www.trendhunter.com/trends/reverse-supermarket.md)