# Hunger-Fighting Campaigns India's Rice Bucket Challenge Immediately Helps the Hungry By Laura McQuarrie | Published 2014-08-25 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/rice-bucket-challenge References: [designtaxi](http://designtaxi.com/news/368674/India-Has-A-Clever-Adaptation-To-The-Ice-Bucket-Challenge/) & [facebook](https://www.facebook.com/ricebucketchallenge) Taking inspiration from Ice Bucket Challenge, India now has its own version of the [charitable campaign](https://www.trendhunter.com/trends/charitable-friendsgiving-campaign) called the Rice Bucket Challenge, which aims to [help feed the hungry](https://www.trendhunter.com/trends/meals-on-wheels-america). As India is home to a quarter of the world's population of [undernourished and hungry people](https://www.trendhunter.com/trends/hunger-action-month), the campaign devised by journalist Manju Latha Kalanidhi adapts the viral campaign for another worthy cause. Rather than dumping a bucket of icy cold water on your head to raise awareness for ALS, the Rice Bucket Challenge has people fill a bucket full of rice and "Go to the nearest needy person and give it to them." Then, participants are encouraged to document the exchange with a photo, share it online and tag friends to also take on the challenge to inspire more to do the same. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 85% | Activity: 99% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Why This Trend Is Growing - **Charitable Challenges:** More viral campaigns that inspire people to get involved in charitable causes beyond giving money or other resources. - **Social Media Activism:** The use of social media platforms to bring social change and promote activism among individuals. - **Localized Philantrophy:** Initiatives that focus on specific communities and regions to address local hunger and poverty issues. ### Industries Being Reshaped - **Non-profit:** Non-profit organizations that facilitate public engagement in charitable campaigns and social impact initiatives. - **Social Media:** Social media platforms and companies that provide tools and features to facilitate online engagement and awareness campaigns. - **Food Distribution:** Companies and organizations that deal with food production and distribution to address hunger issues and food waste management. ## Related on Trend Hunter - [World Hunger Day Events](https://www.trendhunter.com/trends/zimad-the-hunger-project.md) - [Large-Scale Meal Campaigns](https://www.trendhunter.com/trends/1-billion-meals-endowment.md) - [Long-Term Food Insecurity Efforts](https://www.trendhunter.com/trends/jack-and-jill-of-america.md) - [Charitable Grocer Meal Boxes](https://www.trendhunter.com/trends/holidays-without-hunger.md) - [Meal Donation Food Products](https://www.trendhunter.com/trends/fight-hunger-serve-hope-initiative.md) - [Charitable Hunger Relief Initiatives](https://www.trendhunter.com/trends/food-banks-canada1.md) - [Accessible Healthy Food Initiatives](https://www.trendhunter.com/trends/healthy-food-initiative.md) - [Supportive School Meal Programs](https://www.trendhunter.com/trends/table-for-two-usa.md) - [Food Insecurity-Targeting Initiatives](https://www.trendhunter.com/trends/hunger-action-month.md)