Glut of Goodness
Brand Identity & Campaign Design
Glut of Goodness is a public fundraising campaign by Mercy Relief, a Singapore-born humanitarian relief and development NGO. During the month of October, the NGO aimed to raise funds through cash donations or pledges at participating eateries and outlets throughout Singapore. Patrons were encouraged to Fork it out for Hunger, with participating restaurants under the Quayside Group and Paradise Group, as well as fashion boutiques by Wing Tai Asia including, Adidas, G2000, Topman, Topshop, Dorothy Perkins and BCBGMAXAZRIA.
The campaign was also promoted on Facebook and other social media platforms, culminating with a photoshoot to mark the annual global observance of World Food Day.
Glut of Goodness is one of Mercy Relief’s two-part campaign in conjunction with World Food Day, alongside Meals Matter.
Background
16 October marks World Food Day (WFD), an annual global observance by those who are concerned over food supply and security in the world. According to the United Nations in 2012, about 870 million are starving and chronically undernourished, representing 12.5% of the total world population — whereby, one in every eight people starve.
When natural disasters strike, situations worsen — prices of basic essentials inflate by many folds. Provision of food is not merely for the need to survive, but a hope for the future, for the disaster-stricken communities.
