The campaign is centred around a cinematic film. It targets an audience with the power to ensure children don’t go hungry, those with the wealth and ability of a smartphone. This audience live in a media landscape of over-saturation, resulting in deafness to issues

Therefore, the approach when writing and creatively directing the film was to utilise the power of cinema as an immersive space. Where the audience aren't able to ad-block or fast forward.

To be supported and built on by DOOH posters and an online presence.

The audience needed a film that jolted them out of their complacency, reminding them when a child dies, we all lose the potential of what that child could have been.

The character Miriam Adeke represents the many children that never live to reach their potential. ‘Miriam’ in the format of a news story gives us a story we believe would impact us.

Hunger is a matter simply to big too ignore. Big ideas need big screens, because the world has become deaf to so much messaging. Cinemas provide great sound, huge screens and no distractions - an environment no other medium can match. We will remind viewers of ‘Miriam’s’ story with DOOH posters and later support with online presence.

Thanks to incredible generosity and work from the cinema community we are able to take the film international to live in donated media space in over 30 countries and 17 languages.

The team wanted to utilize the power of cinema to its full effect. The gripping style of this script was realised by working with an BAFTA award winning feature filmmaker. The filmmaker had never shot a commercial before and our ‘Miriam’ had never starred in a commercial before. These factors further encouraged us to approach the execution in a uniquely cinematic way.

There are 7.5 billion cinema visits globally per year. Through donated media space, we are targeting the biggest possible proportion, resulting in playout to over 30 countries in 17 different languages. The reach of the film ensures it will touch a massive audience not confined by country, race or culture. As the first traditional commercial for the UN WFP, it will increase consumer awareness of their work to levels higher than ever. Supporting this with posters and online marketing later in the year - we can play a key role in achieving this SDG.

If we reached just 1% of the 7.5 billion global cinema visits, the film would be seen at least 75 million times. If just 4% of those views were translated into downloading the app and Sharing The Meal daily - then we would have the ability to ensure not a single child would die of hunger.