In Poland, we waste around 9 million tons of food every year. At the same time, over 30,000 people experience homelessness, for whom even a single meal can be a luxury. For Fundacja Podzielmy się, the challenge was not a lack of awareness - it was cutting through indifference, especially during a time of abundance.
To activate attention around the Easter fundraising campaign, we focused on one short, powerful phrase: “Nie jem” (“I don’t eat”) - a sentence that means something radically different depending on who says it.
Our idea was built on contrast. We juxtaposed two worlds: people who choose not to eat, and people for whom not eating is not a choice at all.
With a zero media budget, the goal was to reach as many people as possible and motivate them to share a meal - or its equivalent - with those who need it most.
We activated culture and influence by engaging well-known figures from music, sport, film, and the internet, who joined the campaign pro bono. Their voices helped amplify the message organically, while a powerful social spot translated the emotional contrast into a simple call to action.
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