ABOUT

Climate change and conflict are driving extreme food shortages, with many people suffering and dying from malnutrition. The United Nations World Food Programme (WFP) wanted to raise awareness and get more donations to help fight global hunger.

Respected public figures can give a campaign the high profile it needs to cut through. We wanted to help WFP create a number of campaigns (in countries like Yemen, Somalia, and Ukraine) that were urgent and impactful, using the power of celebrity to boost donations. But in order to convince artists to lend their support, we needed to provide context on the role WFP plays in addressing a critical human need.

Filming an advert can be time consuming and expensive. So we also wanted to make it easy for the WFP’s famous supporters to film their own video appeals that could then be posted on social media.

We connected to high-profile supporters and their agents to secure participants. We also produced a how-to-guide on recording videos that could be used by the celebrities to film themselves using a mobile phone.

We then helped WFP create powerful scripts, and once the appeal messages were recorded, we edited them for the maximum emotional impact. And we created videos featuring multiple celebrities to trigger additional donations.

We produced French and English versions of these videos, including bilingual stars such as Vanessa Paradis and Jean Reno to increase the reach of the campaign. We also planned to run seasonal campaigns at key times of the year, such as Ramadan.

Results:
11 leading personalities recruited for appeals.
Recruited 38,274 donations.
60% are regular donations.