Michael Kors Enlists Help in the Fight to End Hunger
It’s not every day that Instagrammers have a chance to see their photos on the big screen in New York’s Times Square. But earlier this month Michael Kors (@michaelkors) made that possible for people who shared Instagram photos (like those above) to help spread the word about World Food Day, using the hashtag #watchhungerstop.
Fashion designer Michael Kors has been a longtime supporter of the fight to end hunger. This year his company decided to adopt the cause officially by partnering with the United Nations World Food Programme (WFP) to launch a long term initiative called Watch Hunger Stop. In April, Kors unveiled a special edition timepiece, the 100 series watch, to support WFP. An engraving on the back of the watch includes his signature, the name of the campaign and the message: 1 WATCH = 100 MEALS.
Many global brands have causes they’re passionate about, using their voice to raise awareness and inspire action. But it can be a challenge to figure out how to get customers involved beyond making a purchase or donation. This is where the company turned to the Instagram community, streaming photos with the hashtag #watchhungerstop to 12 billboards in Times Square on October 16, World Food Day.
Given that 350,000 pedestrians visit the tourist hot spot on an average day, and another 115,000 pass through on wheels, there’s no doubt the images made an impact. In fact Michael Kors reported that the Times Square billboards delivered 1.5 million impressions on the day of the campaign.
It’s important to note that the Instagrammers who took part also helped educate their own followers about global hunger, even if the screens that broadcast their messages were a bit smaller than those in New York City.