Case Study

United Nations World Food Programme in
Sri Lanka Uncovers Food Security Status of 3,000 Vulnerable Individuals

The Objective

The objective of this campaign was to support The United Nations World Food Programme (WFP) in Sri Lanka, Johns Hopkins University, and the Wayamba University of Sri Lanka in assessing and monitoring the food security status of vulnerable households in the COVID-19 context. The study focused predominantly on the:


lower income populations, including urban poor, rural smallholders in dryland areas


households living in tea or rubber plantations.

The Challenge

The challenges were 2-fold:

1. To reach out to the target group and generate a consented base of 3,000 quality respondents.

2. To disburse digital rewards for the respondents who complete the telephone survey.

The Approach

To meet the objective of the campaign, we needed to identify the targeted group, reach out to these individuals and generate a consented base for the next phase of the project.

Identifying the Respondents

We built a database of households that met the eligibility criteria (i.e. developed a sampling framework) and identified the audience who were located within the specified study areas by refining the respondent type from age group, phone type and affordability levels.

Generating a Consented Base

Using a rewards-based approach, below are the steps taken towards fulfillment of the project at every stages:

  1. SMSes were sent to the selected target group in each location prompting the respondents to consent to a telephone survey by giving a ‘missed call’.
  2. Respondents were given a digital reward for completing the telephone survey. 

Interested users who gave ‘missed calls’ were recorded on our engagement platform, and a number list was generated to be shared with the client to conduct the survey.

Once the survey was successfully completed, the client then shared back the number list for to us to send out the digital rewards to the participants.

The Results

United Nation World Food Programme’s incremental tactical campaign achieved

Overall KPI of reaching



in 25 days

ahead of the 30-day deadline