Oct 08, 2019

Now in theatres: Feed our Future

Cinema 2 min read

Barco and Cinionic have a big heart for cinema. You could say it’s in our DNA. But so is caring about people and community engagement. It should be no surprise then that the new cinema campaign from the United Nations World Food Programme and SAWA to end world hunger is one we fully encourage and endorse.

In September 2015, world leaders came together to establish a global framework with 17 Sustainable Development Goals (SDGs) to improve people’s lives by 2030. These goals include economic, social and environmental changes. The second SDG is Zero Hunger – to end all hunger, achieve food security, improve nutrition and promote sustainable agriculture – and is the priority of the United Nations World Food Programme.

In support of their ambitious plans and driving their efforts on the frontlines of world hunger, the UN organization set up a unique partnership with SAWA, the Global Cinema Advertising Association and launched the “Feed our Future” campaign. The inspiring cinema ad highlights the potential lost to the world when children’s voices are silenced due to hunger or malnutrition.

The power of cinema

The campaign video will air from September to November 2019 in theatres in more than 35 countries around the world. The creative mind behind the video is Sir John Hegarty, co-founder of the brand-building company The Garage Soho. According to him, “cinema is the most amazing story-telling medium. It’s a place to tell your story on the mother of all screens capturing the hearts and minds of immense audiences”.

The power of cinema to make the world a better place, that’s also something Barco and our joint venture Cinionic as established values in the cinema business strongly believe in and support where possible. So for the Cannes Lions 2019 festival we gladly supplied our state-of-the-art projectors during the SAWA Seminar to raise awareness on the topic of hunger.

To know more about how you can help feed our future go to www.wfp.org.

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