Starter Hack

Australie and NGO Food Banks Recast the Starter Pack Trend to Spotlight Food Insecurity in France.

In recent days, a new global trend has taken over social media: people using AI to create images of themselves as figurines, packaged alongside a personalized kit of cherished items — their very own starter pack. It’s a creative, simple, and wildly popular format — and one that says a lot. But what about those facing daily hardship? What if a starter pack reflected a much harsher reality — one shaped by food insecurity?

A powerful twist to spotlight a hard truth
The NGO Food Banks tapped into the viral trend to deliver a message as urgent as it is essential: in France, over 10% of the population doesn’t get enough to eat every day.

Through a series of minimalist starter packs—featuring nothing more than a bag of pasta, a can of food, or a rationed meal—Food Banks exposes the often invisible face of hunger in France.

At a time when social feeds are stuffed with content and everyone is putting their daily lives on display, Food Banks and agency Australie are reminding us that hunger doesn’t do photo ops. By capitalizing on a viral trend, the activation turns a fleeting moment of online attention into a message built to last, and designed to reach as many people as possible.