The Good Belly Project Challenges Bostonians to Fight Famine with Photos

  • 17 Oct 2011 2:32 PM
    Message # 725168
    Deleted user

    Mullen partners with Boston restaurants to raise funds in aid of UNICEF relief efforts in East Africa

    In support of UNICEF relief efforts for the famine in East Africa, Boston-based advertising agency Mullen announces the Good Belly Project, a social media-powered fundraising partnership with 17 Boston restaurants and their customers. For each Instagram photograph taken of food or drink at participating Good Belly establishments, the tagged restaurant will donate $1 to the Good Belly Project and to UNICEF's East Africa relief efforts. The Good Belly Project kicks off on World Food Day, Sunday, October 16 and runs through November 6.

    "The Boston restaurant community, known not only for its culinary skill, but also its philanthropic contributions, is the perfect partner for this project," said Edward Boches, Chief Innovation Officer at Mullen. "Our team is impressed by the Good Belly restaurants' generosity and enthusiasm around the social media aspect of the campaign. With more than 10 million users and 25 photos added each second, Instagram is one of the most exciting new social platforms, and the ideal place to bring users together in support of this extremely important cause."

    The concept is simple: people love food so much they take photos of their meals to share with friends. For Boston foodies, the project allows them to turn their passion into action. Participants can track the progress of the restaurants, check out other diners' photos, comment on them and learn more about the cause at

    How to Get Involved:
    • Dine out at one of the Good Belly restaurants
    • Snap a photo of your meal on your iPhone with the Instagram application
    • Tag your picture with #goodbellyproject and the name of the restaurant
    • Check out the project progress and other diners' photos at
    • Don't have an iPhone? Head to the website to learn more about the cause and donate directly

    Participating Good Belly Restaurants:
    Abigail's Bambara Bergamot Bon Me Food Truck Figs Beacon Hill Figs Charlestown Fillbelly's Hillstone Isabelle's CurlyCakes Island Creek Oyster Bar Kingfish Hall KO Prime Naked Pizza Rialto Sibling Rivalry Stephi's on Tremont The Vault

    The Good Belly Project was developed in collaboration with MadebyMany and the 50/50 project. Fifty agencies were tasked to come up with a creative idea in support of East Africa famine relief. Each project aims to engage a network of supporters to help spread the word and generate as much money for famine aid as possible.

    For more information, visit the Good Belly Project website, Facebook, Twitter or email us at

    About Mullen
    Mullen is a "hyperbundled" agency, integrating disciplines from creative to digital marketing, public relations and social influence, media planning and buying, mobile marketing, direct response and performance analytics. With an "unbound" approach to marketing, Mullen specializes in working with thought leader brands, including JetBlue, Zappos, Barnes & Noble/NOOK, Google, FAGE, LivingSocial,, Timberland, Olympus and TRESemme. Mullen has been named to the Advertising Age Agency A-List and as one of Fast Company's Most Innovative Companies. Headquartered in Boston, Massachusetts, the agency operates offices in North Carolina, Detroit and Pittsburgh. Mullen is an independent brand within the Interpublic Group of Companies IPG -3.90% . For more on Mullen, please visit, @mullenunbound or About MadebyMany & 50/50 Project MadebyMany works with businesses to co-create highly social products and networked services for the Web and mobile. They invent, make and operate new platforms and applications for brands and customers, and create the campaigns and communities that bring them to life. One of MadebyMany's campaigns is the collaborative 50/50 project, a platform of 50 little bets: digital projects created and run by individuals and teams of makers. Each project aims to engage a network of supporters to help spread the word and generate as much money for famine aid as possible. All funds go directly to UNICEF. For more information on MadebyMany and the 50/50 project that Mullen has been invited to join, please visit


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