Global Brands Rally Public Support To World Food Programme And Families Affected By War
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. 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.”
On television and online, several companies are using donated media and social channels 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.
“Humanity has one future together. This effort provides a great example of people and companies joining forces to make sure we achieve the goal of a zero hunger future,” added Cousin.
All funds raised from this effort will go to WFP’s emergency response fund that is used to support WFP’s most critical operations, including crises in and around Syria, Iraq, South Sudan and Yemen. With more people displaced now than any time since World War II, the needs are greater than the resources.
“The private sector has a significant role to play in ending hunger and promoting peace,” said Jay Aldous, WFP Director of Private Sector Partnerships. “And this global effort is a powerful example of brands coming together with one voice to make a tangible impact in the lives of vulnerable people.”
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For more information, contact (email address: firstname.lastname@wfp.org):
Peter Smerdon, WFP/Rome, Tel. +39 06 6513 2150, Mob. +39 342 878 4107
Tyler Guthrie, WFP/Rome, Tel. +39 06 6513 3873, Mob. +39 348 024 4246
Gerald Bourke, WFP/New York, Tel. +1-646 5566909, Mob. +1-646 525 9982
M.J. Altman, WFP USA/Washington, Tel. (202) 627-3932, mjaltman@wfpusa.org
