Virgin Mobile Australia has launched an innovative social campaign looking to leverage Australians’ love of food pictures to help those in need.

Food for thought

Virgin has partnered with food charity OzHarvest for #mealforameal, a world-first which campaign which encourages users who take pictures of their food to turn them into real meals.

Users simply add the hashtag #mealforameal to any food photo posted on Facebook, Twitter or Instagram. For every tagged photo Virgin will donate money to OzHarvest so they can deliver a meal to the needy.

Local chefs George Calombaris and Adriano Zumbo have thrown their support behind the campaign, and will encourage their legions of gastronomic followers to embrace the hashtag.

Virgin Australia is hoping to donate enough money to deliver 400,000 meals.

Meals on wheels

There are around 90 new photos added to Instagram every minutes with the hashtag #foodporn, and 70 per cent of Australians have posted food pictures online.

With food pictures the second most common type of photos taken by Australians (after selfies) and the third most common on social media feeds (behind selfies and location snaps), the #mealforameal certainly has a large, hungry audience.

If you'd like to get involved or learn more visit meal-for-a-meal/mealforameal. 

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