Bi-lingual newspaper Dainik Jagran INEXT had published a blank cover page to highlight the state of hunger in the country through its campaign #BlankForHunger, whichkick-started on World Hunger Day (May 28, 2017). In the first phase of the campaign, all 12 editions of Dainik Jagran INEXT went to print with a blank front page on World Hunger Day. The idea was to trigger a discussion on the hunger of more than 20 crore Indians.
The year-long social initiative will now move to the next phase, which will involve a reality check on food wastage at parties, events, hotels and restaurants on a daily basis.
The campaign has been given an impetus using outdoor media. Blank hoardings have gone up alongside the blank-cover issue, urging people to not waste food for the sake of those who can't get it at all. Masses are being motivated to join the movement against hunger and save food from going to waste.
Dainik Jagran INEXT has gone full throttle to raise awareness around the social cause. While the publication's own readership saw the blank cover page, others are being motivated to think twice before wasting food by way of other innovative BTL activities.
Apart from the print publication of Dainik Jagran INEXT, the campaign is also being promoted through its digital platform, inextlive.com. The hashtag, #BlankForHunger, has attracted attention towards the campaign.
The success and reach of the campaign can be gauged from the fact that the UK-based world’s apex body on World Hunger Day under the Hunger Project has appreciated and acknowledged Dainik Jagran INEXT’s campaign on social media. Many dignitaries, celebrities and reputed organisations have joined hands in supporting the cause. ISCKON Food Relief Foundation's Haryana Chapter, which offers mid-day meals in schools, has also offered complete support to the campaign. The United Nations itself and India’s Agriculture and Farmer’s Welfare Minister Radha Mohan Singh have also acknowledged the same.
Many restaurants across the 12 cities have supported the social cause by placing special table mats with messages about prevention of food wastage. These restaurants have even agreed to accept half-plate food orders around the activity. Full-plate food orders are claimed to be a big reason behind wastage of food. In the next phase of #BlankForHunger, social activities targeting hotels and restaurants will be launched so as to motivate them to not throw away leftover food, and instead distribute it amongst those who cannot afford to buy their meals.
Our typical marketing budget is usually 10 per cent of the topline spend
Perfumes are invisible and these new ads from Skinn create a story out of this