RAH Africa is a non-profit organisation dedicated to eradicating hunger in Africa through the provision of nutritious meals and sustainable community development projects. Founded in 1998, the organisation mobilises volunteers and resources to package and distribute meals to vulnerable communities and to support long-term agricultural and economic solutions. Their mission is to create a hunger-free world by 2030, focusing on both immediate food assistance and empowering communities to achieve long-term food security.

Just like commercial brands, non-profit organisations compete for the attention and action of audiences. With so many worthy causes in the world, it could even be said that non-profits face a greater challenge of recruiting sustainable support. This task is often complicated by cultural, social and political factors, public misconceptions and tough financial constraints. It is within this challenging context that Vetro Media was asked to increase awareness of food security issues in Africa, promote RAH’s mission and provide proof of their impact. The real-world goal was to expand the RAH volunteer and donor base and, more specifically, recruit individual and corporate participants for RAH food packing events.

Our communications and creative teams produced captivating content that told the story of RAH’s work and impact. Through authentic storytelling, Vetro Media addressed the importance of hunger relief but also the wider significance of food security, making the issue relevant to a wider audience. By applying our expert knowledge of the advertising capabilities of digital platforms, we were able to place this content with maximum ROI even on a limited budget. Vetro Media also grew the organisation’s online following organically by investing time and care into the audience engagement.

From 2019 to 2023, Vetro Media consistently drove monthly donations for RAH, even during the difficult pandemic period. We succeeded in focusing and maintaining public engagement and support through several campaigns and events. In 2019, Vetro Media organised a charitable (and fully booked) golf day promoted by our campaign team. In 2021, Vetro Media executed It Starts With A Meal, a point-of-sale donation campaign. In the same year, we managed the Chef Showdown in partnership with Tastic and Sun International on World Food Day. Celebrity chefs and their teams competed for the title of winning dish using RAH food parcels as their primary ingredients. This event attracted influential brand ambassadors and partners to the cause and shone a strong spotlight on the organisation and its efforts. In 2022, Vetro Media ran a campaign to spearhead donations for RAH runners in the Comrades Marathon and the following year we designed the official Hunger Champion marathon apparel.

Vetro Media is proud to have made a substantial and meaningful contribution in the fight against hunger with RAH. As a results-focused agency, the number of donations, event attendees and parcels packed pleased us greatly. However, it is the unquantifiable yet evident impact of the larger education job, and the lasting benefit derived from that, which makes us feel truly successful.