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The holidays are full of traditions – eating with loved ones, stringing up lights, sharing gifts, and most recently, snapping pictures of holiday meals and sharing them on social media. Hoping to harness this behaviour, award-winning social impact consultancy Matter Unlimited created a new giving campaign for The Hunger Project this holiday season. The #FoodPicFund is an ambitious social media campaign encouraging donations when people share their holiday food pics, while spreading awareness of the organization’s mission and inviting everyone to help create a fuller world.

“The Hunger Project is on a mission to end hunger and poverty by pioneering sustainable, grassroots, women-centered strategies and advocating for their widespread adoption in countries throughout the world,” explains Matter Unlimited president Alexandra Gordon. “With the holidays coming up, we knew we needed something scroll stopping in a competitive season of giving. The #FoodPicFund was our solution and we are so proud to partner with this organization to bring it to life.”