The UN World Food Programme, SAWA and Sir John Hegarty Ask Advertisers to 'Feed Our Future' at Cannes

A powerful new advertising campaign harnessing big hitters from the film, advertising and humanitarian worlds, and aimed at stirring global cinema audiences into action to tackle global hunger, was unveiled on Tuesday at the SAWA Seminar during the Cannes Lions International Festival of Creativity. 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, premiered “Feed Our Future”, a new global cinema advertisement that highlights the potential that is lost every time a child dies of hunger. 

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. “Feed Our Future” will air across cinema screens in more than 25 countries starting in September 2018, with a call to action to download WFP’s mobile-app, ShareTheMeal. 

The exclusive showing of the cinema advertisement opened the SAWA Seminar at Cannes Lions Festival of Creativity. 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. The audience is then prompted to take part in creating a world with Zero Hunger by downloading ShareTheMeal, the world’s first app against global hunger to join a community that is using technology to make a difference. 

The SAWA and “Feed Our Future” session brought together leaders in creativity, entertainment, and humanitarian aid, with remarks from Terry Savage, Chairman of Cannes Lions, Sir John Hegarty,  The Garage Soho, Corinne Woods, Chief Marketing Officer at WFP, and H.R.H. Princess Sarah Zeid of Jordan. The session explored the power of the cinema audience and the role of creativity in achieving a world with Zero Hunger, and the inspiration behind the global cinema advertisement. 

Sir John Hegarty stated, "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 815 million people – one in nine, globally – 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. 

“We all pay a terrible price because of hunger, and this campaign gets that across in a powerful way,” said David Beasley, Executive Director of the United Nations World Food Programme. “We are honoured to work with SAWA to engage and motivate movie audiences about what we all can do together to save lives and change lives so children no longer suffer from hunger.”

Thanks to the generosity of SAWA and its network of Global Cinema Advertising companies, and the support of Unique Digital who will distribute the ad, “Feed Our Future” will air on cinema screens in over 25 countries from September to November 2018, coinciding with the United Nations General Assembly and other major global forums.  

For more information about the “Feed Our Future” advertisement and campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: www.wfp.org/feedourfuture.