Mullen, Boston Restaurants Use Social Media For Famine Cause


In support of UNICEF relief efforts for the famine in East Africa, Boston's Mullen has announced 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.

Of the program, Mullen Chief Innovation Officer Edward Boches sad, "The Boston restaurant community, known not only for its culinary skill, but also its philanthropic contributions, is the perfect partner for this project. 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."

For those who want 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 include 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 and Stephi's on Tremont.

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.

by Steve Hall    Oct-18-11   Click to Comment   
Topic: Cause