Homeless Delivery
Deliveroo
Issue 53 | December 2019
Agency
BWM Dentsu Melbourne
Creative Team
Chief Creative Officer: Rob Belgiovane Executive Creative Director: Amy Hollier Associate Creative Director: Tim Smith and Giles Watson Creative Directors: Tom Opie, Chris Plummer Designer: Caleb De Gabriel Digital Designer: Emma Bemrose
Production Team
Agency Producer: Sonia Mclaverty Director: Tony Arthurs
Other Credits
Managing Director: Belinda Murray Account Director: Lauren Benezra Account Manager: Rosie Burke
Date
August 2019
Background
Every year Australians spend over $2.6 billion on home food delivery. At the same time, over 116,000 people are homeless and lack guaranteed access to food. However, 95% of them do have access to phones, which means while they might not have a home, with GPS Deliveroo can know where they live.
Idea
The idea was to turn the luxury act of ordering Deliveroo into a crowdsourced act of charity. When users opened the Deliveroo app, a new menu item appeared amongst the regular food items. The ‘Donation Tile’ could be added to a food order just like a side of fries.
The collected funds were then distributed via the homelessness charity ‘Lighthouse Foundation’. Hungry recipients could use the Deliveroo app just like anyone else, ordering whatever they fancied from some of over 3,600 nearby restaurants. Their orders were delivered directly to their GPS location. No street address required.
Results
Launching in Melbourne, Homeless Delivery had distributed over 2,000 donations after two months. The response from restaurants and charities was overwhelming with more asking to get involved every day. There were plans to expand the program into 13 major Australian cities and towns.
Our Thoughts
And still the mobile phone continues to transform how we live. GPS technology now means that in Mexico City, where traffic jams can last anything up to five hours, you can have a burger delivered to your car. You can have a pizza delivered to you in the park. And now you can send food to someone living on the streets.
The ’Donation Tile’ is a guilt trigger. Just as you are ordering for yourself, it’s hard not to think of those less fortunate.
So now even those unfortunates without a place to live can have both an address (see pages 28-29) and home delivery.