Every Grain Counts
Singapore may be one of the wealthiest countries in the world, but it has its share of disadvantaged residents who cannot afford the food they need. The Red Cross helps these people through its FoodAid programme, which in turn relies on public donations for funding.
To appeal to Singaporeans’ generosity, we tapped their biggest passion point–food. But instead of making a big deal of it, we took the unexpected turn of minimising the matter–literally. To show how even one grain of rice is precious to a hungry person, we crafted meals based around a single grain of rice.
We worked with chefs at popular restaurants to miniaturise and serve their signature meals using real ingredients. After the initial (and edible) engagement with patrons, these single-grain meals made their way onto placemats, postcards, posters and social media to reach the mass audience. The message was clear: just as a single grain of rice is precious, so is the smallest donation.
Donations were collected at participating restaurants–and continue to pour in online.
An idea that started small, it has added up to make a big difference. So far, the Red Cross has collected enough funds to distribute 91,155kg of rice, benefitting 25,900 individuals nationwide.