One Show 2010 Merit Awards for Integrated Campaign & Non-Traditional Advertising
One Show 2010 wants to promote the services that City Harvest hast to offer so that they can gain more volunteers.
People don't know what it really means to be hungry. Therefore, they may not support a cause that they can't relate to or are unaware of.
Show people what hunger looks and feel like and provide them with an easy way of volunteering by doing the things they already do (e.g. checking-in on Foursquare).