The Philippines is an archipelago divided into three island groups – Luzon, Visayas and Mindanao. This division of the landscape, among other reasons, gave rise to the political conflict between local insurgents and government forces as the former are committed to establish an independent state in second largest island -- Mindanao.
This on-going political struggle caused the displacement of almost 100,000 families. Among the affected are thousands of children experiencing hunger.
To aid in the situation, United Nations’ World Food Programme (WFP), a humanitarian agency dedicated to offer food assistance, facilitates activities to promote food security in Mindanao. One of their efforts is to provide meals in schools. KFC being in the business of food, partnered with the WFP to support them in their effort.
With this, KFC’s Add Hope program was launched. Its mission is not only to gather donations and provide meals to students in Mindanao, but ultimately to encourage them to pursue education, thereby giving them hope for a better future.
According to the data from WFP, it only takes P10 to feed a child with a hot and nutritious meal. Inspired by this, the Add Hope program encourages people to donate at least PHP1 with any of their orders from KFC.
Add Hope officially started in August 2015. Two months from its launch, KFC observed that collection nationwide remained stagnant. Despite the announcement posters displayed in stores and invitation from the staff, only a handful of customers were taking notice and participating in the advocacy.
KFC needed an effort that will kindle empathy with those affected and, more importantly, will instigate urgency for the cause – a way to turn passive to proactive, and attention to action.
Most of KFC customers are young adults. They are idealists who are socially aware and charitable. But to them, joining a cause should never be an obligation. Rather, it is a personal mission.
So on October 2, 2015, we mounted an activation effort called KFC Food for Hope. On this day, we let our KFC customers see for themselves what the children in Mindanao often have to eat – nothing.
As customers entered the store to buy their favorite KFC meals, they were welcomed with empty menu boards. Some were surprised while others were confused. They wondered if KFC ran out of food and they had nothing to eat. Their curiosity triggered them to ask and this became our opportunity to tell them about Add Hope. This concretized the problem and made it more personal.
We were able to fill in the gap between the beneficiaries and the benefactors. Through the empty menu boards, the latter were moved to make a difference and add hope.
To amplify the effect of the activation, we wanted to reach more young adults as much as possible. To do this, we needed to be present in a platform they visit often. This sparked the idea to produce an online video.
We filmed the customers’ experience in store at the time the activation was implemented. This video was then uploaded on KFC’s Facebook page on October 16, 2015 during the global observance of the World Hunger Day.
Like the activation, the online video received favourable feedback especially among young adults, our target market. With the help of social media, we were able to reach more people across the Philippines and ultimately raised more donations for the hungry children of Mindanao.