This is our idea for Young Spikes Asia 2012 Media Category. Unfortunately, we didn't win something this time.

1. Mohammad Farhan Noor
Sigit Leksana
INDONESIA

2. Background
World Food Program (WFP) is the world’s largest
humanitarian agency, fighting hunger worldwide. On any
given day, 5000 trucks, 60 planes and 40 ships are delivering
food across the globe.
There are more malnourished children in Asia than any other
continents. Mother and Child Health and Nutrition (MCHN)
is one of WFP’s key projects.

3. Challenge
• Low brand awareness
• Not have a marketing budget that has difficulty raising awareness about it’s work in the issue of hunger.
• Looking for funding platform targeting individuals.
Target Audience
Working Middle Class who are busy
with their routine. Lack of
information about the donations.
Youth (15-24) willing to do small
things that can make a difference.
Active in social media and in the
needed of self actualization.
Objective
Create a media campaign to raise brand awareness about WFP in Asia about the issue of
hunger and find the best funding platform to getting donations from the public.

4. Insights
“No one really knows how many people are malnourished, there are only few people or organization
that knows about it.” – worldhunger.org
“We don’t know where the money is going to arrive and we don’t know how much
of that money is going to spent on humanitarian needs..” - Middle East Voice
So we will tell the stories of Malnutrition in your country.
The story that makes people aware of the issue and will fight the hunger!

5. THE HUNGER TRUCK
World Food Program has been used trucks as their regular transportation to deliver the food to
where is needed. These trucks usually had traveled many remote area.
We want to move some of these trucks to big cities in Asia. We will use and customized these
trucks as our medium to spread the messages.
These trucks will tell you the stories, the stories about the hunger.

6. Campaign Phase
Awareness Participate Maintenance
Phase 1: Spread the story Phase 2: Face Lip The Truck Phase 3: Engaging Donors
The hunger truck will tell a story about the We will redesigned the hunger truck with a Our Campaign will inform in our
hunger issue in big city. Its time to shout out or new message. After the phase 1, people website. There will be an online
activity so people aware about the situation and already aware about the hunger truck and the tracking about the rest of our trucks
raise the awareness. The Truck issues of hunger in their own country, so this that deliver the donations. All the
time we will ask people to participate and information will be collect here.
donate to MCHN Program.
Facebook.com/worldfoodprogram
Follow: @wfp_asia
Facebook.com/worldfoodprogram
Follow: @wfp_asia
Online Tracking
#HungerTruck

7. Localized fact, name, photo and area with
Phase 1: suitable country
Spread the Story
Facebook.com/worldfoodprogram
Follow: @wfp_asia
Put Hashtag to find more about the
topic/conversation on Twitter
Adjust social media account for countries who
already own its account (Such as Indonesia,
Laos, Malaysia, Philippines, Pakistan and Sri
Lanka who already have social media account)

8. Phase 2:
Mobile Donations We change this truck in
phase 2 as a mobile
funding platform.
Middle Class Worker People can donate it
directly or using online
payment. Fact that WFP
already collaborate with
Master Card for online
donation, will easily
implement mobile fund
raising
Facebook.com/worldfoodprogram Scan to find the map
Follow: @wfp_asia
We put QR Code direct to microsite
that show online map of the truck
journe
Work with Master Card to
provide online donation
Youth
We also change this truck
in phase 2 as a mobile
phone booth. This hunger
truck will visit schools in
Photo
the city and trigger Booth
students to take a photo
Facebook.com/worldfoodprogram
and share/upload them in Follow: @wfp_asia
the social media.
We used photo booth to
enlarge the messages Yes, We Care!
Backdrop

9. Maintenance
• All the Trucks can be track in our
micro site, so donors can see the
result of their donations.
• The activity also will be
documented in this micro site,
and our social media.
• Offering our visitor to become our
regular donor on wfp.org/donate
or stay informed at wfp.org/join

10. Let’s Discuss