‘Smiti Murarka’ Communication Design -ISDI Mumbai gives ‘Uber eats’a new initiative ‘Ubertreats’ which aligns to their philosophy of making human connections with the help of their technology.
World Hunger is on the rise, yet, an estimated 1/3rd of all food produced globally is lost or goes to waste. About 1/5th of the food served at weddings and social gatherings is discarded. The prodigious waste that follows is shocking in a country like India where food prices are skyrocketing and tens of millions of young children are malnourished.
About 58 per cent of people in the country are food insecure, says the findings of the National Nutritional Survey (NNS) 2011. The country has enough food to feed its people but that poor cannot afford even two square meals a day. Some 15–20 per cent of food is wasted in marriages and various such social functions. In some cases, the waste is to the extent of 20–25 per cent when the number of dishes exceeds the number of guests invited to the marriage halls.
The country has a staggeringly large population at 1.3 billion people. But out of that, 190.7 million people are undernourished — meaning that over 14.5 per cent of India’s whole population is suffering from hunger.
In fact, 3,000 children throughout India die of malnutrition every day.
In India, the bigger the wedding, the larger the party and the more colossal the waste. As the ranks of India’s wealthy surge with rapid economic growth, many families are staging extravagant displays of food at their children’s weddings to show off their newfound affluence. Around 100,000 weddings and social events are held in India every day. Food wasted each day at weddings and family functions in Mumbai alone would be enough to feed the city’s vast slum population. The many festivals around the year only add to more wastage, as food made for large gatherings ends up in bins.
This creative campaign is a proposal for ‘Ubereats’ to lend to a CSR initiative by picking consumable food which is in excess and donating it to various organizations which can benefit from it on an immediate basis.
How it works!
If food is made for large gathering’s and is in excess…all you need to do is click on the existing ‘Uber app’ and donate! Perishable food can be picked up within minutes and delivered to homes and orphanages in close vicinity. Adding further incentive would be giving donors discount and promotions based on their donating pattern and frequency. Ensuring a chain of supply and delivery to the most disadvantaged in society.
‘Ubertreats’ is an innovative solution which will benefit society at large and give a new meaning to their philosophy of making human connections!
Uber Mission : Good things happen when people can move …and make a difference!
Disclaimer: All creatives are hypothetical classroom projects.
All rights reserved ISDI.
Academic Mentor: Utkarsha Malkar
Indian School of Design & Innovation
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