The Airfood Project

This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union.

The Airfood Project

Lucile Dreano and Maud Paget

Campaign details

Brand owner: Les Restaurants du CoeurAgency: Havas Worldwide ParisBrand: The Airfood ProjectCountry: Europe

Executive summary

This case study describes how, in 2011, The European Programme of Food Aid to the Most Deprived (MDP) was threatened with abolition, but an agreement signed by the 27 member states had extended it to the end of 2012. The aim of 'Les Restaurants du Coeur' was to prevent legislation abolishing the MDP from coming into force, and thus the idea to put pressure on European leaders by...

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