World Vision targets meal delivery habits with Uber Eats-inspired campaign

World Vision is putting Australians’ meal delivery habits in the spotlight with its latest campaign.

A spin on the Uber Eats’ ‘Tonight, I’ll be eating…’ campaign, World Vision has taken the slogan and juxtaposed it with photographs of impoverished children in a bid to show that supporting a child in need can be as easy as ordering a meal.

The confronting World Vision campaign

World Vision campaign spokesperson Jacquii Rubin said the company hopes the contrast between the two campaigns will highlight the vast difference in living conditions across the world.

“The average Australian spends up to $1,590 each year on food and drink delivery. For less than the cost of a meal you can support a vulnerable child,” said Rubin.

The original Uber Eats campaign using the ‘Tonight, I’ll be eating…’ slogan, which is currently in its second year, showed celebrities such as Sophie Monk, Naomi Watts and Rebel Wilson discussing the meal they would be ordering via the app.

The World Vision donation platform to match the campaign takes the message further, with each donation amount matched to the meal it could buy you.

“$15 could buy you a burger and fries or feed 34 people,” according to the website.

“At the opposite end of the spectrum, are people who aren’t sure where they will be getting their next meal. The campaign concept aims to communicate this contrast,” Rubin said.

“We are holding a mirror up to a society at a time when more people are dying from too much food than not enough.”


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