Global companies such as
McDonald's Restaurants, McCain Foods and Mastercard are sponsoring advertising
to draw attention to global hunger and the United Nations’ World Food
Programme.
“As the world’s refugee crisis grows and
humanitarian resources are stretched, this multi-industry effort championed
first by McDonald’s represents a powerful, tangible way for people to make a
real difference toward peace and support refugees and displaced people
struggling daily to feed their families,” says a news release from the World Food Programme.
“Supporting companies include Burger King,
Cargill, DreamWorks Animation, Facebook, Google, MasterCard, McCain, McDonald’s,
OMD, Twitter, TBWA and United Airlines.
“Today is about people coming together across
regions and cultures to take action for a hunger-free and peaceful world,” said
WFP executive director Ertharin Cousin.
“Food assistance plays a powerful role in
times of conflict by saving lives and alleviating suffering.
“Food brings and keeps families together.
“Food security gives families hope during
desperate times while eliminating the need for families to resort to extreme
and harmful measures as the only option for survival,” he said.
Several companies are using donated media and
social channels on the internet and television highlighting a 30-second
WFP-branded commercial called “Symbols.”
TBWA developed the creative for the commercial
with funds provided by McDonald’s.
The commercial highlights the connection
between war and hunger, the magnitude of current needs and how a donation to
WFP can make a difference.
Many of the companies are also supporting the
effort by amplifying the message from their social media pages with related
artwork including a call to support affected families by donating to WFP, the
agency says.
