Paraguay-based ad agency, Oniria/TBWA has come up with a very alternative way to raise awareness and funds for the Food Bank Foundation by tricking people into experiencing hunger.

Shameful as it may be, the more esurient among us often mistake not feeling disgustingly full with hunger. So at the risk of inciting high levels of 'hunger anger', Oniria/TBWA decided to team up with two take-away pizza comapnies to force their customers into experiencing the sensation of hunger by delaying the delivery of their food. The pizza boxes each contained a very straight-to-the-point note saying 'When you're hungry, you understand hunger.' As way of a consolation, customers were given free delivery but asked to donate money.

The move was re-assuringly successful raising 50 tons of food for children and senior cotoiens in need. Not only was this a trenchant call to charitable action and great way to encourage the more privileged to reflect upon their good firtune, but it reflects the consumer's increasing desire for the brands they choose to be more charitable and show more of a social conscience.