Because the most important thing about food is whether or not you are getting some.

Foodies’ tags hijacked for good on Instagram

Because as amusing as cuisines are, this whole endeavor is only possible because we have more than enough to eat.

#yummy #brunch #food #foodporn are among the most popular hashtags on Instagram. For some reason people just love to share what they eat, flooding the social network with images of snacks, delicious dishes and plates full of food. So why not take advantage of this visual food overdose trend to deliver a strong social message over the holiday period? This is the story of a social media hijack. A smart (and free) media placement on Instagram to highlight that 5,000 people in Sweden won’t have enough food or shelter this holiday season.

Pool and non-profit organization Soppkok Stockholm (Soup Kitchen Stockholm) posted their own photos on Instagram, showing empty dishes and a clear direct message. Then the tagged the images with the right keywords to make them show up in the feed of the foodies and open their eyes on the struggle of a lot of people. What a simple, great idea.

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