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Following a successful global cinema campaign in the UK and 34 other countries, SAWA, the Global Cinema Advertising Association and the United Nations World Food Programme (WFP), the world’s leading humanitarian organization fighting hunger worldwide and recent recipient of the prestigious 2020 Nobel Peace Prize, now have clear data showing the positive impact of cinema on the humanitarian organisation’s brand.
Two independent surveys by research companies MESH Experience and Realeyes found that the “Feed Our Future” cinema ad was effective in raising awareness of world hunger and establishing WFP in the minds of cinemagoers.
“With the help of partners like SAWA and the global cinema medium, the United Nations World Food Programme aims to tell the urgent and important story of the people we serve, connect with audiences and garner support for our work,” said the UN World Food Programme’s Director of Communications, Marketing and Advocacy, Corinne Woods. “Performance insights from Realeyes* and MESH Experience* allow us to confirm the impact of these partnerships as well as to inform our strategy for future campaigns.”
The minute-long global cinema ad, conceived by advertising legend Sir John Hegarty and The Garage Soho, saw higher than average emotional response according to both Realeyes and MESH Experience. The ad produced 60% more emotional engagement than any other charity ad within Realeyes’ database. MESH Experience survey results showed that up to 9% more respondents identified with the ad emotionally than the industry standard. The ad’s chilling narrative opens on a scene of destruction taken straight from recent headlines where conflict and hunger are deeply intertwined. As they play in the rubble, a small chorus of children begins singing “How Can I Tell You” by Yusuf Islam/Cat Stevens, before they disappear one by one, a metaphor for the harsh realities faced by the 3 million children worldwide who lose their lives to hunger or malnutrition each year.
“In a distracted, interrupted, world, Cinema provides a unique opportunity for an immersive engagement that is genuinely unique,” said Sir John Hegarty of The Garage Soho.
The same Realeyes data showed positive brand impact with Memorability Level of 91% (19.1% above norm) and Intrigue Level (wanting to know more about what is advertised in the ad) of 81% (19.7% above norm). MESH Experience research has previously shown that 43% of people are more inspired to learn more or take action by cinema advertising than online.
It has also shown the power of airing first with Cinema to help amplify the rest of the campaign; MESH proved that engaging with a brand’s messaging in-theater meant subsequently more positive experiences with that brand through other touchpoints (up to 31% boost in positivity).
Cinema proves to be a powerful tool which pulls people out of their comfort zones and heightens the impact of the ad, which ultimately gets over the hurdle of apathy towards charities, and sparks both awareness and change.
“Cinema has the ability to take the viewer from their cinema seat to far-away lands, fictional regions, or, in this case, the harsh reality of war-torn countries showcasing children who are adversely affected by violence and starvation. Given how impactful the cinema medium has been year after year following our Cannes Lions premiere and session, we are confident, even amid these challenging and unprecedented times, that the survey findings have true merit,” said Cheryl Wannell, CEO of SAWA.