Designing Malnutrition Plates in Aid of Vulnerable Vietnamese Children
Affecting millions of children all over Vietnam, malnutrition is a pressing but often overlooked issue. To address this, UNICEF tasked Dentsu Redder to come up with a unique and sharable campaign that would stand out in a crowded fundraising space.
Making an invisible problem visible, ‘Malnutrition Plates’ turns everyday tableware into powerful symbols of advocacy to both raise awareness and funding for vulnerable children. A collection of artistic plates in collaboration with fine-porcelain brand, Minh Long, each ceramic creation is designed to share malnutrition statistics through engaging and easy to understand design.
Available for sale through a dedicated microsite as well as Minh Long’s official website, major e-commerce platforms and selected retail outlets in Vietnam, the campaign provides education, inspires empathy and drives tangible support for UNICEF’s nutrition programs.
In conversation with LBB’s Sunna Coleman, Dentsu Redder’s associate director (strategy), Van Kieu; creative director, Raphaël Almazan; group ECD, Livio Grossi; and senior account executive, Duc Dang, take us behind the scenes on this impactful fundraising campaign, sharing the research that shocked them most, the inspiration behind the designs and the results they have achieved so far.
LBB> Tell us about the brief you received from UNICEF. What were you tasked with and what were your ideas in the early stages?
Van> UNICEF’s mission is to create a better world for children, especially in underdeveloped areas. For 2024-2025, the focus is on fighting malnutrition by providing balanced meals and nutrition care through training programs for caregivers, including families, schools and medical staff.
We were tasked with creating a unique, shareable fundraising campaign targeting millennials and gen z to raise awareness and drive action on malnutrition in Vietnam, amid a crowded landscape of charitable initiatives.
We chose the plate as our creative canvas, symbolising the issue of malnutrition. The concept began with designing plates featuring unbalanced shapes or missing sections, delivering a clear message: many children lack balanced nutrition – let’s help bring it to them with UNICEF.
As we delved deeper into the alarming malnutrition statistics, the concept evolved. The plates showcase real data, translating it into visually striking designs. This shift brought a new dimension to the idea, combining awareness with aesthetic appeal.
LBB> You collaborated with Minh Long to produce the plates. Tell us about what it was like working together and the creative conversations you had.
Raphaël> Finding the right collaborator was a bumpy ride. We started off looking at smaller, artsier brands and then gradually shifted to bigger names as the project grew. Considering production details and timelines, we eventually landed a partnership with an established and soulful brand with products that truly embody the essence of Vietnamese ceramics: Minh Long.
Working with them was a breeze, and we were thrilled to have complete creative freedom on the final product.
The artwork underwent several stages of design. It all began with the malnutrition data. Our vision was to create a look that felt organic and hand-painted on the plates, something that carried a human touch and depth while also being instantly recognisable as scientific data. This is why we opted for a watercolour brush, with a minimalist style. Our team of internal designers, visualisers, art and creative directors refined each version, resulting in the six final plate designs we have today.
All of us working together on this helped us come up with the simplest and most aesthetically pleasing way to show the data, making sure it looks clear and really hits the mark in terms of design impact.
LBB> Malnutrition Plates is different to traditional campaigns seen in the fundraising space. What were the challenges of going down this alternative route and why did you choose to do something fresh?
Raphaël> We tried to create something lasting and meaningful. Our main challenge was finding the right balance. We didn't want to guilt-trip anyone. So, we kicked off the campaign in a coffee shop setting. Imagine tucking into a meal served on a stylish plate, not realising the crucial message subtly etched on the back – the malnutrition data.
Our aim was to surprise and engage people, encouraging action without making them feel bad. We wanted folks to be drawn to the plates' beauty, take them home, and let the message sink in over time. Using delicate porcelain from Minh Long gives these plates a meaningful touch. They're not just for show; they're built to last, becoming a lasting symbol of the malnutrition issue down the road.
LBB> Which statistics around malnutrition in Vietnam surprised/shocked you the most personally?
Van> That the lack of vitamin A can hinder eye development and lead to blindness.
Livio> The specific data that struck me most was that nearly 40% of children under five in certain regions of Vietnam suffer from malnutrition
LBB> What were some of the creative/strategic challenges on this project and what solutions did you come up with?
Duc> The project was initially quite challenging because the donation format was experimental and unconventional. It was not only about convincing the client to adopt a novel creative execution but also ensuring the feasibility of producing a large volume of plates that aligned with the campaign’s spirit.
To address these challenges, we worked closely with the client to align on the campaign’s objectives and demonstrated how the plates could resonate with donors emotionally while raising awareness. For production, we tested and collaborated with over five vendors, experimenting with more than 10 different materials to ensure the plates met the campaign’s vision – high quality, with a human touch, while effectively drawing attention to the issue of malnutrition.
Raphaël> It was about balancing creative within a tight budget. We couldn't rely solely on selling the plates to raise enough funds. Instead, we got influencers and local business involved to hype up the plates and make them a must-have item. This way, we made donating feel exciting and meaningful, even though we were working with limited resources.
Livio> Working with a very modest budget meant that we had to rely heavily on the strength of the idea to make an impact. Thankfully, the concept of transforming malnutrition data into meaningful, visually striking plates was so powerful that it resonated widely. Local businesses like cafés, restaurants, and lifestyle shops were eager to support us, offering their spaces to display the plates. This generosity helped spread the message far beyond what we could have achieved alone, making the campaign feel truly community-driven.
LBB> What was your reaction to the finished work?
Van> I invited friends to a café where the collection was displayed, and they made donations right on the spot. It was such a proud and heartwarming moment!
Raphaël> When you're so deeply immersed in a project for a while, it can be hard to step back and see it objectively. I think it really hit me that it was done when we were putting together the case study and looking back at the entire campaign. Seeing the full story unfold, from inception to impact, was truly rewarding. Knowing that every effort and moment spent on this project was contributing to something good and meaningful made it all worthwhile.
LBB> What feedback and results have you received for the campaign so far?
Duc> The Malnutrition Plates has been positively received on social media, generating meaningful conversations and awareness about the malnutrition crisis. Following this success, the UNICEF team is planning to expand the initiative by producing additional sets of plates with new graphic designs addressing malnutrition. They are also exploring the idea of creating other dining items, such as bowls, teapots, and cups, featuring the same impactful designs. These efforts aim to offer donors more ways to support the cause while spreading awareness in a tangible, everyday manner.
LBB> Anything else to share?
Duc> I’ve always been deeply aware of the kindness and generosity of the Vietnamese people. From a young age, we are taught the value of ‘Lá lành đùm lá rách’ (Healthy leaves cover torn leaves), and it’s a spirit I hope to see carried forward in every act of giving. With Malnutrition Plates, I’ve realised that the value extends beyond helping those in need. Donors, too, receive something meaningful – a tangible token of recognition for their beautiful act of kindness. This dual value not only supports the cause but reinforces the idea that giving is a mutually enriching experience.
Livio> We are excited about the potential to expand this project with new collections and fresh designs, each illustrating different data and needs. Through these efforts, we aim to continue supporting UNICEF’s vital programs in their mission to combat malnutrition in Vietnam.
