Home
Celebrating non-profits and the efforts of the creative partners that support them
Good Belly Project for their partnership with Mullen
Launched Oct 16, 2011 on World Food Day, the Good Belly Project brought foodies and 17 local Boston restaurants together. Every time a customer took an Instagram photo of their restaurant meal and shared it, the participating restaurant would donate $1.00 to the Good Belly Project, which transferred 100 percent of the proceeds to UNICEF’s East Africa relief efforts. The Good Belly Project turned foodies’ passion for taking food photos into a form of user-generated social media promotion for restaurants and the cause. And in exchange, participating restaurants donated to the cause, and even noticed a surge in business.
