Non-profit organisation The Food Bank and Veronica Phua, brand evangelist at Burpple and Share Food, have released a social-led campaign titled “The Hungry Spoon” in partnership with BBH interns. The campaign aims to raise awareness on food insecurity in Singapore and raise funds for The Food Bank.
At the forefront of the campaign stands the #HungrySpoon symbol of a spoon with a large hole in the center to address the challenges the underprivileged face in access to sufficient, safe and nutritious food. According to BBH, this contributed to an integral part of the campaign which challenged the target audience, including influencers, to eat their food using a #HungrySpoon and post videos of their participation in the campaign on their social platforms.
The campaign was done in conjunction with interns from BBH Barn, a three-month internship programme at BBH.
Meanwhile, another group of interns under BBH Barn rolled out a campaign titled “Stop Observing Silently”, focusing on the issue of casual sexism from the perspective of Singaporean university students.
The campaign involved the team collecting stories from female university students on their encounters with sexism and encouraging them to educate male students, particularly those out of National Service, on how to speak out against casual sexism.
The campaign’s initiative is being spread at university orientations with physical stickers, as well as digital posts on Instagram and messaging app Telegram. According to the press release, mansplaining, patronising, inappropriate jokes, are common acts of sexism experienced by men and women across the world.
Both campaigns are an outcome of BBH Barn that provides selected interns with the opportunity of working on a passion project to “Do Good, Famously” with real clients. This year, the program welcomed a more diverse group of applicants ranging from public policy to philosophy, beyond students enrolled in advertising and marketing. Students were selected through a blind application process based on their thinking skills, which required them to answer five questions as opposed to hand in a CV.
John Hadfield, CEO of BBH Singapore said: “As black sheep we celebrate the power of difference, so it’s particularly important that we attract an ever more diverse range of talent, and humbling to see the passion, purpose, and creativity of this year’s rock-star Barn interns”.