Brazilian NGO Casa do Zezinho has recently partnered with two supermarket chains to launch the ‘Half for Happiness’ campaign that will raise money for those from less privileged backgrounds.   The Sao Paulo-based organisation runs programmes to help children and young adults from low-income families and vulnerable backgrounds improve their quality of life, encouraging them to think for themselves and develop a positive and autonomous attitude. Certain fresh foods were cut in half and packaged with the help of the children supported by the company. These were then sold at full price in the supermarkets with 50% going to Casa do Zezinho. Donations to the company are reported to have increased by 28% since the campaign launched. The campaign creates a strong visual impact that can’t fail to strike a chord with consumers and encourage them to assess how much food they consume and waste and how far it can stretch.