Dubai Media City’s ‘Media One’ Hotel has become the first hotel in the UAE to leverage Feedie, an F&B picture app that supports the Lunchbox Fund – a non-profit organisation dedicated to providing a daily meal for orphaned and vulnerable children in South Africa.

In townships and the rural areas of South Africa, 19.6% of all children are orphans and 65% live in poverty, but the Lunchbox Fund’s daily meals encourage these children to stay in school and receive an education, statistically reducing the risk of both HIV and abuse.

Feedie is simple but effective, rewarding food images taken and posted at Media One with donations towards school meals in South Africa, combining hospitality, social media and the Lunchbox Fund’s philanthropic endeavours into the form of a highly novel CSR application.

“Media One is delighted to be part of this great initiative and I look forward to seeing many photos transformed into daily donations for hungry school kids. It is amazing that such a simple App has already generated over 12 million meals in South Africa,” said GM Mark Lee.

“The innovation is a great example of how easy it can be to change the world with a big idea and today’s technology.  I see hundreds of social media photos of food and now they are put to good use without the customer spending any extra money; just their time to share a photo.”

The Lunchbox Fund provides over 1,000,000 meals annually, working with wide range of schools and early childhood development centres in the South African provinces of Gauteng, the Western Cape and Eastern Cape, North West Province and Limpopo.

Feedie was created by Topaz Page-Green, founder of The Lunchbox Fund, Tribal Worldwide a New York-based creative agency, and MediaMonks, a digital production company, and was launched in Dubai at the Dubai Lynx International Festival of Creativity hosted by Media One.

Victor Knaap, CEO of MediaMonks added: “We are thrilled to launch this beautiful idea at the most inspiring event in the region. Feedie gives food lovers the unique opportunity to use their passion to do good – a perfect example of technology influencing lives for the better.”

The Feedie concept first launched in October 2013 at The Lunchbox Fund’s annual gala in New York, featuring co-chairs Mario Batali, Liv Tyler, Casey Affleck and Maggie Gyllenhaal.