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Sahabat Anak, a small NGO, finds its appeals for donations to continue ongoing education work with street kids are drowned out by big, cashed-up charities during Ramadhan, where the focus turns to food donations. The Brief was to find a low-cost way to cut through the noise so that awareness and donations continued through Ramadhan. Conventional paid media were out of the question. The objective was to establish a repeatable annual campaign strategy for Ramadhan that could build from year to year, becoming a valuable and recognized property of Sahabat Anak. As such, this was to be a trial event in 2016.

We turned e-commerce into e-charity. DONATE MY LUNCH hijacked popular local online shopping marketplaces with virtual restaurants, where people who were fasting during Ramadhan could donate the money they would normally spend on lunch. All they had to do was select their virtual lunch and pay as normal online to donate. We drove traffic to DONATE MY LUNCH with digital menu posters that linked directly to the online restaurants. We enlisted the support of food bloggers and popular social media influencers to share and promote the program. By delivering printed thankyou stickers to donors, we satisfied the rules of the online marketplaces requiring physical goods to be delivered after purchase.