Weekend Watch: WFP's 'Feed our future'

Here's a different kind of film we urge you to watch ahead of the weekend arriving. 

 

UFO Moviez has announced its support for 'Feed Our Future', an  advertising campaign aimed at getting global cinema audiences to tackle global hunger by supporting the United Nations World Food Programme (WFP). 

 

Sanjay Gaikwad, MD, UFO Moviez, said, “This is the first time in India that a campaign of this magnitude has run towards a global cause. We’re happy to address the issue of global hunger in India with the World Food Programme. UFO Moviez will run the emotionally stirring 60 second ad film across its screens for eight weeks.”

 

The 60-second cinema advertisement was conceived by Sir John Hegarty and The Garage Soho. It shows journalists trying to interview the recipient of a breakthrough medical research award. But the journalists learn that there was 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.  It ends with a call to action to download WFP’s mobile-app, ShareTheMeal. 

 

Hegarty said, "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."