Boston-based advertising agency Mullen has partnered with Unicef and Made by Many to help the children affected by the famine in East Africa. On October 16th (World Food Day), they launched the Good Belly Project in collaboration with restaurants around Boston.
People who eat at the participating restaurants are asked to take a picture of their meal with the photo sharing app Instagram. When someone posts a photo, tags it with #goodbellyproject and sets the restaurant as their location, the restaurant will donate $1. All of the proceeds raised will go towards helping with the famine, and the project runs until November 6th. The ad agency wrote:
Mullen wanted to make this charity fun for Boston foodies, so we’ve centered it on enjoying what you already love to do rather than depriving yourself like other charities ask you to do.