The bi-lingual newspaper, Dainik Jagran Inext, published a blank cover page to highlight the state of hunger in the country. The innovative campaign titled #BlankForHunger started on World Hunger Day, May 28, 2017. The year-long social initiative will now move to the next phase, which will involve a reality check on wastage of food in parties, events, hotels and restaurants on a daily basis.
In the first phase of the campaign, all the 12 editions of Dainik Jagran Inext went to print with a blank front page on World Hunger Day. The idea was to trigger a discussion on the empty stomachs of more than 20 crore Indians – that was well represented by a blank cover page.
The campaign has been given an added impetus by way of using outdoor media as well. Blank hoardings have gone up alongside the blank-cover issue, urging people not to waste food for the sake of those who can't get it at all. Masses are being motivated to join the movement against hunger and save food from going waste.
Dainik Jagran Inext has gone full throttle to raise awareness around the social cause. While the publication's own readership was touched upon by the blank cover page, others are being motivated to think twice before wasting food by way of several other innovative BTL activities.
Along with the print publication Dainik Jagran Inext, the campaign is also being promoted through its digital platform inextlive.com and the word is reaching far and wide by way of social media. The hashtag – #BlankForHunger – has attracted much attention around the campaign.
The success and reach of the campaign can be gauged from the fact that the UK-based world’s apex body on World Hunger Day under the Hunger Project has appreciated and acknowledged Dainik Jagran Inext’s campaign on social media. Many dignitaries, celebrities and reputed organisations joined hands in supporting the cause. ISCKON Food Relief Foundation's Haryana Chapter, that offers mid-day meals in schools, has also offered complete support to the campaign. The United Nations itself and India’s Agriculture and Farmer’s welfare minister Radha Mohan Singh are a few to name.
Many restaurants, across 12 cities, have supported the social cause by placing special table mats with the messages on prevention of food wastage. These restaurants have even agreed to accept half-plate food orders around the activity. Full-plate food orders are claimed to be a big reason behind the wastage of food. In the next phase of #BlankForHunger, social activities targeting hotels and restaurants will be launched so as to motivate them to not throw leftover food, and instead distribute it among those who cannot afford to buy their meals.