Around 3 million children worldwide live in extreme hunger every day, with their potential stifled by starvation.

In partnership with ShareTheMeal, a UN World Food Programme app fighting global hunger, Meal Buddy was created—an interactive donation game that helps millennial parents teach their children about giving, while supporting starving children in need.

Built on the insight that 6 in 10 millennial parents want to teach their kids about charity but lack the tools to do so, Meal Buddy allows children to adopt a virtual buddy based on a real child’s story. Through daily interaction and a simple tap, kids prevent their buddy from starving—triggering a €0.40 donation per day from their own savings—while learning empathy, responsibility, and altruism.

Meal Buddy unlocks potential on both sides: helping hungry children pursue their dreams, while nurturing a do-good mindset in the next generation.

This project was a Digital Young Lions shortlist entry at Cannes Lions 2018, conceived and executed within 24 hours.