NEW YORK - The United Nations World Food Programme (WFP) have launched the next phase of a cinema ad campaign that has increased awareness in North America about WFP’s life-saving work on the frontlines of world hunger.

The “Feed our Future” campaign is part of a unique partnership between SAWA, the Global Cinema Advertising Association, its network of Global Cinema Advertising companies and WFP, which is the leading humanitarian agency supporting development and responding to hunger needs in global hotspots.

The new campaign aims to build on last year’s results that helped to double awareness of WFP among those who saw the ad and raised more than half a million dollars through online giving and through a 38% increase in downloads of the agency’s Share the Meal donation App.

“We have every reason to believe that this year, the Feed our Future campaign is going to take us even further in terms of raising WFP brand visibility and engaging a wider audience in the fight against global hunger,” said Corinne Woods, Chief Marketing Officer at WFP.

“We think that this year’s campaign is even more emotionally engaging and we expect more people will respond to our call. In a world full of noise, cinema has proven incredibly effective for us at cutting through to not only establish our brand, but also to convert cinema goers into active supporters and donors.”(FA)