# Unappealing Food Share Campaigns The #MealForShare Instagram Food Campaign Serves Up Better Eats By Laura McQuarrie | Published 2014-05-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/instagram-food References: [adeevee](http://www.adeevee.com/2014/05/abaco-food-bank-meal-for-share-media-promo-online-mobile/) & [mealforshare](http://www.mealforshare.com/) It's common to see [Instagram](https://www.trendhunter.com/trends/food-waste-campaigns) food photos of yummy-looking breakfasts, lunches, dinners and everything in between, but not everyone is fortunate enough to have meals like this. To give people a bit of a reality check, the Ábaco Food Bank set up an Instagram campaign that showed the reality of what a large population of Columbians must resort to eating on a daily basis. Instagram accounts were set up and posted pictures of highly unappetizing meals like fish water or scraps of food found in the trash. A site was set up for the #MealForShare campaign, where people could view these meals and "purchase" them for however much they would like. This served as a symbolic donation and with that money, the Ábaco Food Bank was able to dish out 185,000 tons of much more appetizing food. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 73% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Realistic Food Campaigns:** Opportunity for organizations to create campaigns that show the reality of food insecurity and encourage donations. - **Social Media Activism:** Utilizing Instagram or other social media platforms to raise awareness and funds for charitable causes. - **Alternative Donation Methods:** Exploring new ways for people to contribute financially, such as purchasing symbolic meals through online platforms. ### Industries Being Reshaped - **Charitable Organizations:** Opportunity for food banks and non-profit organizations to create innovative campaigns to raise awareness and funds for food insecurity. - **Social Media:** Potential for social media platforms to partner with charitable organizations and provide tools for users to donate and support causes. - **E-commerce:** Opportunity to develop online platforms and systems that facilitate alternative donation methods and contribute to charitable causes. ## Related on Trend Hunter - [Unusual Food Waste Campaigns](https://www.trendhunter.com/trends/food-waste-campaigns.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Children's Food-Insecurity Campaigns](https://www.trendhunter.com/trends/never-miss-a-lunch.md) - [Interactive Food Bank Partnerships](https://www.trendhunter.com/trends/hagendazs-and-giftameal.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Delivery Mishap-Inspired Campaigns](https://www.trendhunter.com/trends/deliverbetter-campaign.md) - [Leftover Sandwich Campaigns](https://www.trendhunter.com/trends/between-2-slices.md) - [Imperfect Cooking Campaigns](https://www.trendhunter.com/trends/effortiseverything.md) - [Food Insecurity Retail Campaigns](https://www.trendhunter.com/trends/asda-you-buy-we-donate.md)