Australians spend over 2.6 billion dollars on home food and drink delivery annually. At the same time, rising living costs in the country have left over 116,000 Australians homeless. And the problem’s only getting worse, increasing by 14% in the last 5 years alone.

As part of their mission to bring the world's local restaurants into everyone's home, Deliveroo (one of Australia’s leading food delivery services) challenged us to find a way to help out the many homeless Australians who don’t have stable and regular access to food.

Through the Deliveroo mobile app, we created a way for people to donate meals directly to homeless Australians. Turning the luxury act of ordering Deliveroo into a crowdsourced act of charity.

The Deliveroo Homeless Delivery campaign transformed menu items that were normally reserved for food items into a way to send meals directly to the homeless, using mobile GPS.

When Deliveroo users opened the app, a new menu item appeared amongst the regular food items – the Homeless Delivery ‘Donation Tile.’ The item could be added to their order just like a side of fries. After checking out, users received their food and the donation was added to a collection pool.

Funds were then distributed to homeless recipients who could select anything they fancied from some of over 3,600 nearby restaurants. Orders were then delivered to their GPS location through Deliveroo’s rider network. No street address required.

After launching in Melbourne, Homeless Delivery has already distributed over 2,000 donations to people with an 80% uplift in associated dinner orders during the winter season. The campaign has received earned media on primetime news, with Deliveroo exploring a nationwide rollout into 13 Australian delivery locations.