#FeedOurFuture: UNWFP, UFO Moviez, FB launch global ad campaign to fight hunger

The cinema ad, conceived by adman Sir John Hegarty, will be aired in more than 30 countries. It invites viewers to help end hunger with UNWFP’s ShareTheMeal app

A powerful advertising campaign called ‘Feed Our Future’ - aimed at getting global cinema audiences involved in the fight against hunger - was launched by the United Nations World Food Programme (UNWFP), with the support of UFO Moviez, Facebook and SAWA, the Global Cinema Advertising Association, in Mumbai on October 4.

Via a Facebook Live from Facebook’s Mumbai office, a discussion on the issue of hunger hosted by television personality Mini Mathur had adman and film-maker R Balki, the Founder of Feeding India - Ankit Kawatra, celebrity chef Vicky Ratnani, CMO of UFO Moviez Siddharth Bhardwaj, UNWFP Director of Communications, Marketing and Advocacy - Corinne Woods, actor Gladys Kyotungire, and UNWFP India Director Hameed Nuru as participants.

The 60-second cinema advertisement has been conceived by advertising legend Sir John Hegarty and The Garage Soho, directed by Lynne Ramsay and produced by Somesuch & Co. SAWA, in association with WFP, will air ‘Feed Our Future’ on cinema screens in more than 30 countries with a call to action to download WFP’s mobile app, ShareTheMeal.

What the Ad says

The ad shows a bustling news conference with journalists vying to interview the recipient of a breakthrough medical research award. But the journalists learn that there was ultimately no medical breakthrough – the chilling conclusion reveals that Miriam Adeke, the young woman in question, had in fact died of hunger when she was only eight years old. “The creative challenge was 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,” Sir John Hegarty said over a video message.

Watch the ad here:



The FB marketing drive

Saket Jha Saurabh, Head - Entertainment Partnerships, Facebook India spoke of Facebook’s association with the campaign, which is supported by a Facebook and Instagram marketing drive.

Facebook is bringing the campaign to life through an integrated digital campaign. A team of award-winning creatives and Facebook’s Creative Shop have come together to create a Facebook Messenger experience that will give viewers the opportunity to engage with a bot version of the main character from the ad and learn more about hunger by searching ‘ShareTheMeal’ on Messenger.

Hunger must be tackled

“This is the first time in India that a campaign of this magnitude has run towards a global cause,” said Sanjay Gaikwad, Managing Director of UFO Moviez. “We’re happy to address the issue of global hunger in India with the UN World Food Programme. Cinema is the most impactful medium to deliver such a message to the audience in a highly captive environment.”

“Three million children die every year of hunger or malnutrition," Woods said. “When partners like SAWA and their members step up, it helps us create a movement and generate support for our work to ensure that every child has the vital food and nutrition they need – not only to survive - but also to thrive," she added.

“I wanted to join the fight against hunger so that children across India and the world will never have to go hungry. As a film-maker, I know first-hand the power of cinema to inspire and engage people. The fact that the WFP’s #FeedOurFuture campaign will be screening across the country makes me sure that we really can make a difference. The premise is simple and striking - by denying access to nutritious and sufficient food to a generation of children, we can't deny the future world of the many doctors, scientists, film-makers and change-makers we could be in the making, simply because they do not have access to food, something that should be their unconditional right," Balki observed at the event.

Millennials, who are educated, socially aware and a hard to reach demographic, make up a large part of the cinema audience and these are the people that are expected to facilitate change. For more updates, be socially connected with us on
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