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.