In recent days, a new global trend has taken over social media: people using AI to create images of themselves as figurines, packaged alongside a personalized kit of cherished items — their very own starter pack. It’s a creative, simple, and wildly popular format — and one that says a lot. But what about those facing daily hardship? What if a starter pack reflected a much harsher reality — one shaped by food insecurity?
A powerful twist to spotlight a hard truth
The NGO Food Banks tapped into the viral trend to deliver a message as urgent as it is essential: in France, over 10% of the population doesn’t get enough to eat every day.
Through a series of minimalist starter packs—featuring nothing more than a bag of pasta, a can of food, or a rationed meal—Food Banks exposes the often invisible face of hunger in France.
At a time when social feeds are stuffed with content and everyone is putting their daily lives on display, Food Banks and agency Australie are reminding us that hunger doesn’t do photo ops. By capitalizing on a viral trend, the activation turns a fleeting moment of online attention into a message built to last, and designed to reach as many people as possible.
About Food Banks
As France’s largest food aid network, with 111 locations including overseas territories, Food Banks collect over 120,000 tons of food each year across the country—equivalent to 241 million meals. These donations come from the food industry, farmers, supermarkets, and the general public, with support from the European Union and the French government.
Thanks to a network of over 7,700 volunteers and 618 employees, the organization supports nearly 2.4 million people facing food insecurity via 6,060 partner associations, municipal social action centers (CCAS), and social grocery stores.
As a key player in social support through food, Food Banks also run impactful programs like Bons gestes & bonne assiette®, which fosters social connection and improves health. They’re also developing local, high-impact initiatives: food processing workshops, short supply chains, mobile outreach, and social reintegration programs.
The French Federation of Food Banks has been officially recognized as a public-interest organization since February 22, 2023.
