Today I read an article about the international airport of the Netherlands: Schiphol.
In april 2012 the campaign called: Share your Food and Feed a Child was launched by Schiphol in cooperartion with UNICEF. When a child is having diner in a restaurant at the airport it can give approval to share a link on its social media profile and by that the airport donates 20 cents to UNICEF. This money will be used for feeding children all over the world, for example in the Sahel, Africa. It was announched for a three-year period, but now, one and a half years later, the site http://www.schiphol.nl/shareyourfood is inactive and doesn’t seem to get much attention.
Has it failed? Didn’t it work out as both parties expected and canceled it earlier as they would like to?
I think the combination of social media and charities is a hard one, especially in an environment where your are not at first place using social platforms. Apparently children did not want to share it on their social profile, like Facebook, and the lack of interest made the campaign fail. But can these kind of campaign work in the future? I think the whole idea Schiphol and UNICEF had isn’t bad at all. It was mainly based on not only sharing on your online profile, but also sharing your meal with other children. That’s a good thing, but still it didn’t work out as well as they expected. Can it be a lack of marketing?
What do you think?