Instagram has more daily mobile users than Twitter, so it’s no surprise to see more charities & nonprofits experimenting with the platform!
“From May 3rd to May 12th, patrons at 17 participating restaurants in Toronto can take photos of their meals and share them on social networks like Facebook, Twitter and Instagram with the hashtag #picturelesshunger and a statement of support for The Salvation Army’s hunger relief efforts. Patrons can also make a personal donation to the organization by adding $2 to their bill, at their discretion.”
Users are asked to post: “I support #SalvationArmy Food Banks with this meal to #picturelesshunger.”
I like that this project gives participants a “social good” excuse to take fancy pictures of your meal … A current guilty pleasure for many people on social media!
The campaign site at Picturelesshunger.com (and the cards I’ve seen in photos at the restaurants) outlines how to share the #PictureLessHunger message in 3 easy steps, but doesn’t mention donation. Before reading the official press release, I thought that the restaurants themselves were making a donation with each use of the hashtag at their location.
I’d like to suggest a 4th point be added to the website. “You may add $2 to your bill to help fight hunger”. This would help participants understand they are being asked to give. The current call-to-action could be misinterpreted as “tag the restaurant on social networks to prompt a corporate donation to food banks”.
For our Toronto followers, a question: Will #PictureLessHunger motivate you to visit a participating restaurant for a meal this weekend?