Good Belly MullenLowe U.S., 2011

Everyone loves to eat, but not everyone gets to. When a child in East Africa says they’re starving, they actually mean it. So to fight famine in East Africa, we created the Good Belly Project. It gave foodies a way to help by simply posting pictures of their meals using Instagram. For every picture posted, participating restaurants donated $1 to The Good Belly Project. TED recognized the project as a finalist for the 10 Ads Worth Spreading.