Instagram Creates Filter with Egyptian Foodbank to #StopFoodWaste

Unless you are on level 247 of the fictional detention center in Galder Gaztelu-Urrutia’s 2020 Netflix Thriller ‘The Platform’, we’re sure you’ll agree food should never be wasted. In Ramadan many family a3zomat become a competition to see how many varieties of konafa-based cuisine can be cooked over colossal spreads which are rarely consumed, which amplifies the problem of food waste - one that happens all year.

Egyptian Food Bank have teamed up with Instagram for a new campaign #StopFoodWaste, which aims to address the problem of food wastage during Ramadan with the use of AR face filters. The new face filter is hosted on the Egy Food Bank page and while it may not be as fun as turning your face into that of a puppy or a microbus driver, at least it’s for a good cause. It allows people to discover multiple recipes with the option to size up or down based on how many people will be sharing the meal instead of estimating portion sizes and thus minimizing leftovers.

“With the health and safety restrictions this year, families cannot even donate the excess food and will be forced to bin it, which is not good for the community or the environment,” stated Reda Raad, Group CEO of TBWA\RAAD, the agency behind the filter.

This is the latest filter launched by Instagram in line with the #MonthofGood, having released the lighthearted and humorous [InstaElKheir] earlier this Ramadan alongside the “Lantern” camera effect.