THE “Janji Ramadhan” campaign, which aims to provide tasty and nutritious meals for the poor during the fasting month, was an effort actively driven by social media.

Spearheaded by Knorr Malaysia, in partnership with Pertiwi Soup Kitchen, the campaign used social media to spread awareness about the homeless in Kuala Lumpur and encouraged the public to play a part by providing them an easy and convenient way to get involved.

Converting the “share” button on social media into currency, Knorr pledged one meal for every “share” of its new Ramadan commercial.

“The cause appeals to the public’s spirit of charity during this holy month.

“It also encourages us to always consider the less fortunate, not only at the breaking of the fast but as part of life’s overall spiritual journey,” said Unilever Malaysia Foods & Refreshment Marketing director Shiv Sahgal.

Having achieved overwhelming response since the start of the campaign, Knorr has distributed over 1,000 meals to the homeless on Kuala Lumpur’s streets and inner-city neighborhoods.

“Knorr, together with senior members of Unilever Malaysia, have been sharing the blessings of Ramadan and we are happy to be joined by our friend, Hanis Zalikha, who has come to lend a hand in helping us fulfill our promise.

“We are also happy to announce that we have exceeded our target of 1,000 meals by 30%,” said Shiv.

“I am happy to be a part of this wonderful campaign. Embracing the spirit of charity and giving back to the community is a great feeling.

“Thank you to everyone who helped make this happen,” said Hanis Zalikha.

Knorr’s campaign is centred around a video where a father promises to be home for his son’s first breaking of fast.

Watch the video on www.facebook.com/KnorrMalaysia or www.youtube.com/KnorrMalaysia