Client
Food & Agriculture Organization of
the United Nations
(FAO)

Category
Campaign

Deliverables
Video

Zero Hunger as a way of life

Background

In the build-up to the World Food Day 2018, FAO launched a multilingual digital campaign with the famous French actor and activist Lambert Wilson. This #ZeroHunger video campaign is at the core of FAO’s digital efforts to portray #ZeroHunger as a mind-set, a way of life that people should adopt for a better world. It represents a way forward: a call for everyone to work together and play an active part in doing what’s needed to achieve a #ZeroHunger world.

Challenge

The campaign faced the challenge of standing out in a crowded digital space, especially as World Food Day brought increased attention to food-related causes. Additionally, reaching a diverse global audience while maintaining a cohesive and powerful message across different languages and cultures was a significant challenge.

The sensitive nature of hunger-related topics also required careful handling to ensure the message was impactful yet sensitive. A key challenge was ensuring that the message reached not only online audiences but also those who might be engaged through offline channels or regional platforms.

Solution

The campaign used a combination of video, web stories, and multilingual social media content to reach a wide audience. The video featuring Lambert Wilson was hosted on the FAO homepage and embedded in two web stories. It was also promoted across numerous online platforms such as Daily Motion, MSN.com, and Yahoo Actualités, increasing its visibility. 

The social media content was published in English, French, Italian, Spanish, and Arabic, ensuring accessibility to various demographic groups. This dynamic digital strategy allowed the campaign to reach diverse audiences and spread the #ZeroHunger message effectively. Key messages focused on how individuals, communities, and nations must unite to end hunger, empowering both women and men in the process.

The Result

The #ZeroHunger campaign proved successful in terms of both engagement and global reach. The campaign achieved 2 million views on Facebook, 6,000 views on Instagram, and received over 800 retweets on Twitter. 

The video content was shared and supported by various organizations, including UNESCO, UN Women, and the SDG2 Hub, further expanding its reach. The campaign’s multilingual approach ensured that it resonated with audiences in key regions, encouraging a global community to unite in the fight against hunger.

The widespread distribution and collaboration with global organizations greatly amplified the impact, driving further engagement and advocacy for the #ZeroHunger movement.

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