3 Millions children around the world have been living in extreme starvation every single day, and their potentials being suppressed under great hunger stress.

In partnership with ShareTheMeal, a crowdfunding smartphone application to fight global hunger through the United Nations World Food Programme, Meal Buddy, an interactive donation game designed for kids of millennial parents aims to help realize not just the potential of the starving kid, but the potential of your own kids as well.

The insights to the campaign is from recent statistics have shown that 6 out of 10 millennial parents tries to teach their children about charity but there have been very limited resources available to facilitate such lessons. As such, we leverage this existing behavior of millennial parents and provide an avenue for them to effectively pass on these lessons.

The key idea behind Meal Buddy is to unlock the potential of achieving ambitions for the starving kids and also to unlock the potential of embracing a do-good mentality for your own kid.

The app works by allowing the children to choose a Meal Buddy, each representing a different cause and aspiration. By leveraging on an interactive chatbot, the Meal Buddy will explain his/her country’s situation based on a true story of a child in that country and your children can then interact with the Meal Buddy by tapping and swiping to generate different expressions, similar to how a tamagotchi functions. Tapping the Share the meal button once a day will prevent the meal buddy from starvation and allows him/her to achieve their dreams. This will directly translate into a donation of 40 cents euro per day which ideally, should be coming out from your kid’s savings. The meal buddy will achieve his/her dream when the campaign ends, after which, the child can then choose a new buddy. The buddy may be new but the lessons and interactions gained will stick with your child and serve as the fundamental block towards a more altruistic society.

This project is a Digital Young Lions shortlist entry at Cannes Lion 2018. All ideations and creatives were done within 24 hours.