FoodShareFilter Uses Your Food Porn to Help End World Hunger

April 24, 2013

Your smartphone-snapped shots of food porn might be the next key to ending world hunger. FoodShareFilter is a new photo filter for Instagram. Download the app and use the filter on pictures of food and proceeds will go to an agriculture program in El Salvador. The program is run by Manos Unidas, a major charity.

"We wanted to get closer to younger people," said Nerea Cierco, the digital creative director at DDB Spain, the agency behind FoodShareFilter. "With this in mind, we started to think about food porn and the way people upload their pics on Instagram. 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." 

When Instagram-ers use the filter, they will receive a message that says, "This picture helps millions of people not to suffer hunger" before uploading the image. FoodShareFilter is currently available on Google Play and in the Apple Store. 

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