Sonam Kapoor, Sonakshi Sinha, AR Rahman, Dia Mirza, R Balki, Mini Mathur, Vicky Ratnani support launch of UN World Food Programme campaign #FEEDOURFUTURE to end world hunger by 2030
UFO MOVIEZ STEPS
UP TO SUPPORT THE CINEMA MEDIUM
AND “FEED OUR
FUTURE”, A NEW GLOBAL CINEMA ADVERTISING CAMPAIGN FOR
THE UNITED NATIONS WORLD FOOD PROGRAMME (WFP)
Global cinema ad draws attention to
the potential lost every time a child dies of hunger
Supported by SAWA, the Global Cinema
Advertising Association, the ad is to air in more than 30 countries. It
invites viewers to help end hunger with WFP’s ShareTheMeal app. The ad is also supported by a
Facebook and Instagram marketing campaign
UFO Moviez today
announced its support for “Feed Our Future,” a powerful new advertising
campaign aimed at getting global cinema audiences to tackle global hunger by
supporting the United Nations World Food Programme (WFP), the world’s leading
humanitarian organization fighting hunger worldwide. With the support of Facebook,
“Feed Our Future” was launched via a Facebook Live from Facebook’s Mumbai
office, and was hosted by renowned television personality Mini Mathur and featured: critically acclaimed filmmaker R Balki, the Founder of Feeding India Ankit Kawatra, celebrity chef and
award-winning author Vicky Ratnani, Mr. Siddharth Bhardwaj, Chief Marketing
Officer & National Sales Head, UFO
Moviez and megastars Sonam Kapoor, Sonakshi
Sinha, and UN Environment Goodwill Ambassador Dia Mirza.
“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
India’s largest digital cinema network UFO
Moviez. “We’re happy to address the issue of global hunger in India with
the World Food Programme. Cinema is the most impactful medium to deliver such a
message to the audience in a highly captive environment. To add to this, UFO
Moviez is the largest in-cinema advertising network and will run the
emotionally stirring 60sec ad film across its screens for eight weeks.”
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. SAWA, the Global Cinema Advertising
Association, 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.
The
advertisement 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 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.
Inspired by the cinema advertisement’s message, Facebook is bringing the campaign
to life through an integrated digital campaign. Borne from a “Hack for Good” at
the recent Cannes Lions Festival for Creativity, the Facebook Messenger
experience was created by a team of award-winning creatives from across the
industry and Facebook’s Creative Shop to give viewers the opportunity to engage
with the character from the advertisement and learn more about hunger. At a time
when 821 million people – roughly one in nine of the global population – still
go to bed on an empty stomach, this new digital integration will bring the
offline online by connecting viewers with the cinema advertisement and the
issue in an exciting new way.
“Hunger is a major global issue,” said
Cheryl Wannell, CEO of SAWA. “It
is therefore fitting that the Cinema medium, with its global reach, should be
proactive in driving awareness for the World Food Programme. 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 can and will
facilitate change. Since 2015, the Cinema Medium has stepped up to support the
Sustainable Development Goals and we are committed in 2018 and beyond to make
the World Food Programme famous by using the power and impact of the Cinema
Medium. SAWA encourages other mediums to do likewise.”
The
Facebook Messenger experience will enable viewers to engage with the ad’s main
character, Miriam Adeke, to learn more about her story and the issue of hunger
by searching ‘ShareTheMeal’ on Messenger.
“Three million children die every year
of hunger or malnutrition," said Corinne
Woods, Director of Communications, Marketing and Advocacy of the United Nations
World Food Programme. “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."
Thanks to UFO
Moviez’s generous support, the advertisement will air on UFO Moviez’s
screens across India for the next eight weeks, and the message about aiming for
a world with Zero Hunger will be heard by millions across India. 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.
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