KFC's Add Hope Campaign: A 360° VR Experience for Social Awareness, Study notes of Nutrition

Download KFC's Add Hope Campaign: A 360° VR Experience for Social Awareness and more Study notes Nutrition in PDF only on Docsity! Case Study: KFC Add Hope Campaign Budget: R100,000 Campaign Flight: 2 - 16 June 2017 Impressions Delivered: 348k Views Delivered: 55,4k The Brief In an attempt to correct some of the severe food shortages in South Africa, KFC started the “Add Hope” feeding scheme. The idea was simple; ask every KFC consumer to donate R2 with every meal bought. Now in its 7th year, consumers are no longer parting with their R2 as easily as they initially were. The problem is that they cannot see where their money is going and how it impacts thousands of children’s lives every day. To correct this, KFC wanted to run a mass awareness campaign that used a 360° video of the child beneficiaries playing and laughing in a playground. The only catch was that the campaign had to be targeted at previous KFC consumers - on their mobile devices. Target Audience: Campaign Context: South Africa as a developing country is facing severe food security issues. With a national population of 55.91 Million people, StatsSA report that 1 in 2 South Africans are currently living under the poverty line and a further 14 million people go to bed hungry every day. Furthermore, the University of Cape Town estimates that of the 11,9 million children in South Africa, 75% of South African kids go hungry every day. With little or no nutrition, hungry children simply don’t attend school because they cannot concentrate. In embracing an African concept of Ubuntu, translated as "humanity towards others", KFC South Africa initiated a campaign for change; a campaign to try rectify the extreme food security issues children face. In 2010, KFC started a feeding scheme initiative known as “Add Hope”. Add Hope partners with over 137 feeding institutions across South Africa and reaches over 120,000 children daily. Through the “Add Hope” campaign, which has now been running for 7 years, KFC SA challenged its customers to donate just R2 with each KFC meal purchased. The R2 goes towards feeding children in early developmental age groups (newborns to 6-year olds) in creches, kindergartens, nurseries, primary schools & shelters harbouring orphaned as well as underprivileged kids in extremely impoverished communities. Having raised R387 Million for “Add Hope”, KFC wanted to celebrate and show appreciation to all contributors. However, a challenge was met. KFC realised that consumers who supported the “Add Hope” campaign were wondering just how big a difference their mere R2 donation was making. The target audience was existing and/or previous KFC consumers between the ages of 16-35, who live within the major South African metropolitan areas (e.g. Johannesburg and Cape Town). This audience had to own a smartphone and be “tech savvy” (they feel comfortable using technology). 16 - 35