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The United Nations World Food Programme (WFP) has teamed up with SAWA to create Feed Our Future, a multinational campagin based around fighting world-wide hunger,
The 60-second creative was devised by Sir John Hegarty in collaboratiion with The Garage Soho, and was directed by award-winning director Lynne Ramsay (You Were Never Really Here). The creative was produced by Somesuch & Co., and will air across cinemas in more than 25 countries from September.
The aim of the advert is to drive users to WFP's mobile-app, ShareTheMeal, and highlights the potential that is lost when a child dies of hunger. The campaign was unveiled at SAWA's seminar at Cannes Lions Festival of Creativity in June.
Sir John Hegarty remarked of the creative, “There’s nothing like the big screen for building empathy and fame. The ‘Feed Our Future’ cinema spot is the first important step in getting the public to download the ‘ShareTheMeal’ app.”
WFP’s ShareTheMeal app is a simple way for individuals to actively participate in achieving a world with Zero Hunger. At time when one in nine people globally – 815 million – still go to bed on an empty stomach each night, ShareTheMeal has become a conduit for individuals to help move the world closer to eliminating food insecurity.
“Millennials are a key group of moviegoers who will play a big role in defining our future. In supporting the WFP, Cinema Advertising Companies across the world are making a significant and sustained effort to help minimize the impact of hunger by utilizing the power of the cinema medium to effectively engage this influential audience”, said Cheryl Wannell, CEO of SAWA.
Feed Our Future will run for 8-12 weeks from September.
For more information and to get involved with the campaign, visit www.wfp.org/feedourfuture.
For more information about SAWA, visit their website here.