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.
This professional campaign titled '1 billion hungry project' was published in Italy in May, 2010. It was created for the brand: FAO, by ad agency: McCann. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 11 years ago.
Advertising Agency: McCann Erickson Rome, Italy
Creative Directors: Marco Carnevale, Alessandro Sciortino
Art Director: Francesco Basile
Copywriter: Alessandro Sciortino