A powerful new global cinema advertising campaign featuring leading names from the film, advertising and humanitarian worlds, and aimed at stirring global cinema audiences into action to tackle global hunger, launched in theaters across the world to coincide with the start of the annual United Nations General Assembly session in New York.
SAWA, the Global Cinema Advertising Association, in association with the United Nations World Food Programme (WFP), the world’s leading humanitarian organization fighting hunger worldwide, created the “Feed Our Future” campaign to highlight the potential that is lost every time a child dies of hunger.
Starting today, “Feed Our Future” will air across cinema screens in more than 30 countries. The 60-second cinema advertisement was conceived by advertising legend Sir John Hegarty and The Garage Soho. It was directed by acclaimed film director Lynne Ramsay and produced by award-winning production company Somesuch & Co.
The unnerving narrative depicts a bustling news conference with journalists vying to interview the recipient of a breakthrough medical research award. As the short film progresses, the journalists learn that ultimately there was no medical breakthrough – the chilling conclusion reveals the young woman in question had in fact died of hunger when she was eight years old. Following the ad, the audience is prompted to take part in creating a world with Zero Hunger by downloading ShareTheMeal, the world’s first app against global hunger.
“The creative challenge here is to find a way of engaging the audience without resorting to endless images of starving children. Creating empathy by reminding the viewer that when a child dies, we all lose,” said Sir John Hegarty.
“Around the world, hunger is once again on the rise, and it exacts a painful toll on all of us in lives lost and human potential wasted. In a powerful way, the ‘Feed Our Future’ campaign shows what we all lose each time a child dies of hunger,” said David Beasley, Executive Director of the United Nations World Food Programme. “We are proud to work with SAWA and the cinema medium to engage and motivate movie audiences around the world to take action with us to ensure no child continues to suffer from hunger. Because with all the wealth in the world today, no child should.”
Original source: WFP
Published on 24 September 2018
