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FAO: 1 billion hungry project

1 billion people in the world suffer from chronic hunger. McCann Rome endorsed a FAO (UN Food and Agriculture Organization) initiative developing a global pro-bono campaign to end hunger: the 1 billion hungry project. An online petition aiming to reach 1 million signatures to put pressure on politicians and governements to act against hunger. The campaign, launched in May, spread on TV, Print, Outdoor, Radio, Smartphones, Social Media, Merchandising, PR, Events and, obviously, the Internet. Newscasts, blogs and websites reported countless times about the campaign. On November the 30th the petition has been delivered to the UN high representatives with over 3.200.000 signatures. More than three times the desired target despite a close to zero media budget.

Advertising Agency: McCann Erickson Rome, Italy
Creative Directors: Marco Carnevale, Alessandro Sciortino
Art Director: Francesco Basile
Copywriter: Alessandro Sciortino
Published: May 2010

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6 comments

morse's picture
morse
15590 pencils

It seems like a very successful project, but creatively it's boring. The only thing I like about it is the yellow whistle device.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

mdb1974's picture
mdb1974
411 pencils

I think the pieces are nice. Seemless, tight. On a downside some of the emotional appeals seem forced.

Humanitarian projects are difficult in that people don't like to be guilted. Anger is an interesting approach. I will be interested to see how it plays out.

Sdb's picture
Sdb
1364 pencils

Fantastic effort..

DBB's picture
DBB
1215 pencils

Very nice !
but i agree with morse

Roger Keynes's picture
Roger Keynes
5498 pencils

Our Italian ad friends tend to be a bit clunky with words, but I reckon this hits the mark. Bravo!
The emotion takes precedence over creativity here.

Will Think for Salary

Lazarus's picture
Lazarus
1502 pencils

Powerful. Jeremy Irons.

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