Best Advocacy Social Media Campaign

Kellogg believes in the power of breakfast. So in 2011 they shared their mission to donate 1 MILLION breakfasts to kids in need. For every breakfast photo submitted to ShareYourBreakfast.com, Kellogg donated a school breakfast through Action for Health Kids, a nonprofit organization fighting childhood obesity and undernourishment.

The Share Your Breakfast cause reached Facebook, where Kellogg held a live celebration for National Breakfast Day and launched an additional sharing application – which lived on the Facebook pages of its most popular brands. As users submitted photos and texted descriptions of their breakfasts, they could explore the ever-expanding breakfast gallery, along with an interactive map displaying popular breakfast foods shared across the country.

Contributors:

BIGGS|GILMORE

Location: USA