This Campaign Turns Tableware into Education Tools on Malnutrition in Vietnam

Dentsu Vietnam has launched Malnutrition Plates, a campaign that has turned everyday tableware into powerful symbols of advocacy to raise awareness and drive fundraising for UNICEF’s nutrition programs in Vietnam.

With malnutrition being a pressing but often overlooked issue in Vietnam, affecting millions of children, the campaign set out to make an invisible problem visible by engaging with a broad audience through relatable statistics, translated via powerful designs on everyday items. As a mainstay campaign for 2025, Malnutrition Plates tagline of "Help us strike malnutrition and provide balanced meals for every child" reflects its aims to educate, inspire empathy, and drive tangible support for UNICEF’s nutrition programs, where traditional fundraising methods are losing impact.

Launched in collaboration with Vietnam’s premier fine-porcelain brand, Minh Long, Malnutrition Plates centres around a curated collection of ceramic plates, each of which are designed to serve as a poignant representation of the impact of malnutrition. These plates are available for sale through a dedicated microsite, Minh Long’s official website, major e-commerce platforms, and selected retail outlets in Vietnam. 

The campaign is amplified through a multifaceted strategy, including social media activations, influencer endorsements, PR events, and compelling storytelling campaigns. Proceeds from the sale of the plates directly support UNICEF’s nutrition programs, including meal provision, healthcare worker training, and family assistance.

Livio Grossi, executive creative director, Dentsu Redder, commented, "With Malnutrition Plates, we wanted to ignite the power of artistic storytelling while combining the unique synergies between design, data, and purpose to transform a traditionally static product and abstract data into an impactful awareness tool that can create both a cultural and a social force for good in Vietnam. We are grateful to be able to take our innovation to drive tangible support for UNICEF’s nutrition program with this campaign, especially with malnutrition being widespread problem for so many children in Vietnam.”