London - As a humanitarian crisis unfolds in Afghanistan: almost 23 million people facing severe hunger, a global cinema advertising campaign featuring leading names from the film, advertising and humanitarian worlds, and aimed at stirring UK cinema audiences into action to tackle global hunger, includes the people of Afghanistan in their campaign to fight hunger. SAWA, the Global Cinema Advertising Association, in association with the UN World Food Programme (WFP), the world's leading humanitarian organization fighting hunger worldwide, created the "Feed Our Future" campaign to highlight the potential that is lost every time a child dies of hunger.
Starting today, "Feed Our Future" will air across cinema screens in the UK. The 60-second cinema advertisement was conceived by advertising legend Sir John Hegarty and The Garage Soho.
More than half the population are facing acute hunger and 3.2 million children are suffering from malnutrition. Fueling Afghanistan's hunger crisis is a crashed economy that comes on top of years of conflict, severe drought, and the socio-economic impact of COVID-19, that had already left millions destitute. Cash shortages, jobs losses, and unpaid salaries have pushed millions more into hunger and despair, following a rapid suspension on international aid and the freeze of the country's overseas assets.
