Independent agency 22squared, with offices in Atlanta and Tampa, is turning its holiday card into a gift to help feed the hungry.
The agency has created a special Instagram account, @TheFeedThatFeeds, featuring pictures of dishes from top chefs and bakers in the Tampa and Atlanta areas. Every time a viewer likes one of the food photos by clicking the heart logo, individuals will be fed by the restaurant tagged in the photo. For instance, if you like the tacos photo from Verde Taqueria in Georgia, they will donate a meal to families in need. The food will be delivered by 22squared employees to a partner food bank or non-profit organization.
In addition, for each heart the feed receives over 300 through December 31, 2016, the final day of @TheFeedThatFeeds drive, 22squared will make a monetary donation of $1 to Feeding America (up to $2,000), which will help feed 22,000 additional people.
“The Feed That Feeds is a simple idea that empowers people to give back to our community with a single action on Instagram. Our goal is to take existing behavior and add meaning to it by providing food for those in need, with the help of our local restaurant community. It’s a special holiday message we’re sharing with our employees, our clients, and our community,” said Kevin Botfeld, executive creative director, 22squared.
22squared is collecting all of the food donations and volunteering at non-profits to distribute the meals. In Atlanta, they are working with the Children’s Healthcare of Atlanta, Sibely Heart Center, Feed the Heart, which provides meals to the patients, families and nurses of children hospitalized at the cardiac step-down unit. In Tampa, they are working with Trinity Cafe, a charitable restaurant that serves homeless and food insecure guests seven days a week.