This week the United Nations World Food Programme was awarded a 2020 Nobel Peace Prize. The World Food Programme is the world’s largest humanitarian organisation addressing hunger and promoting food security. In 2019, the WFP provided assistance to close to 100 million people in 88 countries who are victims of acute food insecurity and hunger.
To drive familiarity with their brand as it develops, change the perception of their work for the greater good and stimulate donations, the UN WFP ran a sponsored cinema campaign in 35 countries, coordinated by SAWA, the Global Cinema Advertising Association.
UN World Food Programme’s Director of Communications, Marketing and Advocacy, Corinne Woods says, “Awareness is one great thing, but familiarity and trust is another. Cinema is a medium that delivers familiarity and trust.”
Corinne adds, “Performance insights from MESH Experience* and Realeyes* allow us to confirm the impact of these partnerships as well as to inform our strategy for future campaigns.”
The MESH Experience data has shown the power of airing first with Cinema to help amplify the rest of the campaign; MESH proved that engaging with a brand’s messaging in-cinema meant subsequently more positive experiences with that brand through other touchpoints (up to 31% boost in positivity).
The minute-long global cinema ad, conceived by advertising legend Sir John Hegarty and The Garage Soho, saw higher than average emotional response according to both Realeyes and MESH Experience. The ad produced 60% more emotional engagement than any other charity ad within Realeyes’ database.
“In a distracted, interrupted, world, Cinema provides a unique opportunity for an immersive engagement that is genuinely unique,” said Sir John Hegarty of The Garage Soho.
The same Realeyes data showed positive brand impact with Memorability Level of 91% (19.1% above norm) and Intrigue Level (wanting to know more about what is advertised in the ad) of 81% (19.7% above norm). MESH Experience research has previously shown that 43% of people are more inspired to learn more or take action by cinema advertising than online.
Cinema proves to be a powerful tool which pulls people out of their comfort zones and heightens the impact of the ad, which ultimately gets over the hurdle of apathy, and sparks both awareness and change.
Thanks to the support of the SAWA network of Global Cinema Advertising Companies, “Feed Our Future” premiered at Cannes Lions last year and on the big screen in more than 35 countries worldwide from September to November 2019.
The call to action was to help keep children’s voices alive by visiting wfp.org and donating to help save a child’s life.
At time when 690 million people – one in eleven, globally – still go to sleep on an empty stomach each night, the cinema medium has become a conduit for individuals to help move the world closer to eradicating hunger.
For additional information about the “Feed Our Future” campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: https://youtu.be/6Fm4JMJ1cYE .