Addressing
Food Insecurity in Colombia during COVID-19
Role
Founder
Researcher
Team
Camila Ordonez
Andrea Ordonez
Methods
Community Needs Mapping
Storytelling
Introduction
AmorXLOCOMBIA was created in response to the severe economic and social impact of the COVID-19 pandemic on informal workers in Colombia. With 42% of Colombians relying on daily earnings, the nationwide quarantine left many without access to basic needs like food and healthcare. The initiative aimed to provide crucial support to these vulnerable communities, particularly those outside Barranquilla, during the 156-day lockdown.
Brief
The pandemic’s impact led to a sharp rise in unemployment, with informal workers bearing the brunt of the crisis. Many families lacked social safety nets, facing severe food insecurity and health risks. AmorXLOCOLMBIA was designed to deliver essential supplies—food, water, and biosecurity kits—to 100 families to help them survive the quarantine.
Solution
In collaboration with major brands like Coca-Cola and Anheuser Busch In-Bev, AmorXLOCOLMBIA provided crucial resources to families in need. The initiative ensured families had access to food, clean water, and necessary health supplies for the duration of the quarantine. This program offered not only material support but also a sense of solidarity during an uncertain time.
Project Definition through Call to Action
"I'd rather die of COVID, than of hunger", among other headlines pervaded publications and media outlets in Colombia. AmorXLOCOMBIA also took to social media and created a viral music video, Odio X Amor, to spread our mission and receive donations.
Funds raised from the music video helped launch LOCOMBIA as a brand and yielded the first meal distribution.
Discovery and Mission
After coordinating with charity organizations and nonprofits in the region, it became clear that the outskirts of Barranquilla were at a huge disadvantage due to the lack of food, water, and access to healthcare, compared to the metropolitan areas.
The lack of access to basic necessities led to a rise in crime rates as a result of theft in pharmacies and grocery stores and larger COVID-19 outbreaks due to the disbelief of the virus.
Every day, people needed fresh and healthy meals, clean water, and basic healthcare/first aid supplies. This became AmorXLOCOMBIA's mission - to address the crisis head-on.
Design and Implementation
Following our first successful distribution, the nonprofit partnered with both Coca-Cola and Anheuser Busch In-Bev. Together, we more than doubled our donations with safe, healthy food and necessary healthcare items.
In order to keep pace with high-demand, AmorXLOCOMBIA adapted by creating a sustainable revenue stream versus relying on charitable donations. This sustainable business model was called NuestraGente ("Our People"), and included a fashion collection sold via its eCommerce platform.
Fashioning a Sustainable and Social Business Model
I conceptualized and launched a symbolic fashion collection, LOCOMBIA x NuestraGente.
These specially designed t-shirts not only symbolized the love Colombians share, encapsulated by the term "AmorXLOCOMBIA," but also told the stories of Colombia's rich culture and folklore.
These t-shirts transcended mere garments; they became a conduit for change. Each purchase directly contributed to our mission. Every penny of profit from the sale of these t-shirts was meticulously directed towards the production and distribution of essential food baskets, nutritious meals, and biosecurity kits. This not only provided sustenance to 100 families every week during the four-month quarantine but also ensured their safety.
All profits supported 100 families with weekly sustenance and biosecurity kits during the 156-day quarantine.
My Role
Ideation
At the project's inception, I envisioned the potential for positive change and launched the "Odio X Amor" music video, setting the stage for what would become AmorXLOCOMBIA. This initial spark of creativity laid the foundation for our entire initiative, uniting the community around a shared purpose.
Business Design
I recognized that we needed a sustainable approach to tackle the food insecurity crisis exacerbated by the pandemic. This led to the creation of our symbolic fashion collection, LOCOMBIA x NuestraGente, which became a powerful tool for fundraising and community engagement.
Volunteer Outreach & Management
Spearheaded volunteer recruitment efforts and managed a team of ten volunteers. I ensured that our operations ran smoothly, from purchasing and delivering donations to documenting our impact. This collaborative effort was essential in our ability to reach those in need.
Corporate Partnerships
I leveraged my leadership role to seek and establish corporate partnerships with Anheuser-Busch InBev and Coca-Cola. These partnerships brought necessary financial resources and beverages to our food relief program, effectively doubling our impact and helping us reach more families.
Fundraising
As the founder, I took on the role of chief fundraiser. I designed, sold, and shipped t-shirts nationally, driving individual donations that directly funded our food relief efforts. This hands-on approach allowed us to maintain a steady stream of financial support for our mission.
