Date: Sep 2018
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A global cinema advertising campaign featuring leading names from the film, advertising and humanitarian worlds launched today, aimed at stirring global cinema audiences into action to tackle global hunger. The campaign, which finds itself in theaters across the world and on Facebook and Instagram today (Sept. 24) coincides 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), a 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.

The unsettling narrative depicts a bustling news conference with journalists vying to interview the recipient, Miriam, of a breakthrough medical research award. As the short film progresses, the journalists learn from Miriam 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.

‘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.

Inspired by the Cinema advertisement’s message, Facebook is bringing the campaign to life online through an integrated digital campaign. Borne from a “Hack for Good” at the recent Cannes Lions Festival for Creativity, a team of award-winning creatives from across the industry and Facebook’s Creative Shop created a Facebook Messenger experience to give viewers the opportunity to engage with the character from the advertisement and learn more about hunger, a Facebook Live launch of the advertisement from New York, and an engaging video campaign on Facebook and Instagram to prompt users to donate to WFP and help “Feed Our Future.” 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 a brand new way.

A 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.

Additional short videos which will help build awareness and drive people to join the United Nations Facebook Live. The videos are running cross platform days prior to the Facebook Live, featuring celebrities Daniel Bruhl, George Stroumboulopoulos and singer Sami Yusef.


Creative: Sir John Hegarty and The Garage Soho

Director: Lynne Ramsay

Production: Somesuch & Co.

Social: Facebook Creative Shop

For: United Nations World Food Programme