As Public Interest Registry draws closer toward its launch of the .NGO/.ONG domain extensions, we are actively searching for NGOs around the globe — to connect with, to understand their mission(s), and to help share their stories in a newly defined space.
Most recently, we came across Manos Unidas — an NGO in Spain that works for the support, promotion and development of the third world — and a strategic initiative (developed by DDB Spain) that we wanted to share on the organization’s behalf. This effort to help end world hunger is called FoodShareFilter, and it is the first supportive filter for Instagram that turns your food porn into acts of kindness.
Each time users take/upload a photo of their meal through the app, they simply apply the filter which adds a caption underneath the image saying, “This picture helps millions of people not to suffer hunger. If you are going to share your food, share it for real.” It is then encouraged to add the hashtag #FoodShareFilter so that people can search and follow your posts both on Instagram and Twitter. Conveniently, the app allows you to send your photos directly to Instagram and any other social networking sites that your Instagram account is linked to. The hashtag and sharing capability enables viral momentum for online communication and the promotion of a great cause.
“We wanted to get closer to younger people. With this in mind, we started to think about food porn and the way people upload their pics on Instagram,” Nerea Cierco, digital creative director at DDB Spain, the agency behind FoodShareFilter, told Fast Co.Exist. “They are used to improving their pics with touching and effects, and we know they are used to paying for these types of apps. So we thought there was opportunity to turn that action into help for others.”
The video above explains how the app works in Spanish, but here is a step-by-step guide listed in English:
First, download the FoodShareFilter on iTunes.
Either upload a photo from your photo library or take a new picture on your mobile device.
Click “Apply Filter” so that you can see a caption written underneath your picture that reads, “This picture helps millions of people not to suffer hunger. If you are going to share your food, share it for real.” Don’t forget to add “#FoodShareFilter”.
Share your photo on Instagram (and any other social networking sites that your account is linked to). Aaaand wah-lah!
While Manos Unidas doesn’t earn revenue from Instagram posts, the cost of the $0.99 download from the App Store and $1.16 on Google Play gets donated to an agricultural program in El Salvador run by this NGO. And of course, each shared photo continues to raise awareness of food poverty around the world.
Are you addicted to food porn? Turn your addition into acts of kindness
On another note, if you or someone you know if affiliated with an NGO that is working for a specific cause, please send information to us about your organization at firstname.lastname@example.org. We would love to know where you are located and what work you do! If you are interested in learning more about .NGO/.ONG, or would like to submit an Expression of Interest (EOI), please visit www.ngotld.org.