Photographs of meals on social media profiles are a global first-world phenomenon. They’re also a tragic contrast to the millions of children suffering from severe malnutrition. But what if the food photo trend could be used to save lives? This social media campaign for Unicef New Zealand hijacked food photos as they were posted, pricking the consciences of the privileged to encourage them to buy Unicef Survival Food Aid Packs. In appreciation we enabled them to share a different type of food photo – one of their just-purchased Unicef Survival Food pack on a plate. I’m a big fan of this work from a couple of FCB’s great young creatives – Melina Fiolitakis and Kevin Walker – that together we wrangled into a truly award-worthy state.