CREATE A DIGITAL CAMPAIGN THAT MOTIVATES MILLENNIALS TO DOWNLOAD AND DONATE
THROUGH THE SHARETHEMEAL APP.

BACKGROUNDBACKGROUNDThe United Nations World Food Program(WFP) is the leading organization fighting
hunger worldwide. We reach 80 million people
in 80 different countries every year. Our tone
and manner is positive, simple and clear providing the facts without imposing guilt.

Starting 1 September 2018 for 12 weeks, WFP’s“Feed Our Future” Global Cinema campaign will
create urgency for hunger as a social cause,
warning us all about the potential lost every
time a child dies of hunger. As a foundationalpart of the campaign, a 60-second PSA willplay in cinemas around the world, ending with achallenge to take action with WFP’s
ShareTheMeal app.

Worldwide there are 20 times as manysmartphone users as there are hungry children.
ShareTheMeal, WFP’s first smartphone app, isa way for WFP to engage a new generation ofindividuals in our mission and our work.
ShareTheMeal makes donating more socialand more effective. Users can follow theprogress of our fundraising efforts through theapp and see where we have already helped.
With a tap on the smartphone users can share
their meal with a child in need anytime,anywhere. By using ShareTheMeal, people are
joining a community that firmly believes zero
hunger is achievable within our lifetime. Since
its launch, ShareTheMeal has been
downloaded by over 1M people who sharedover 20M meals with children in need aroundthe world.

Here a preview of the Cinema filmhttps://www.dropbox.com/s/v2qe554hznq9oid/
Final%20Cinema%20Ad.mp4?dl=0

THE CHALLENGE
The number of hungry people has increased in2017 for the first time in decades because ofconflicts and climate-related crisis.
We need to get the target audience to feel thatthey can make an impact by joining ourcommunity in the fight to end world hunger.

HTTPS://SHARETHEMEAL.ORG/EN/INDEX.HTMLDOWNLOAD THE APP ON IOS OR ANDROID: SHARETHEMEALWHAT’S ESSENTIAL?

WHAT TO CONSIDER

Building on the narrative of the film, a
successful digital campaign should be centredon the theme of “potential”.

Through ShareTheMeal, WFP speaks tomillennials in a fresh and positive tone of voicethat empowers the audience, making them feelthat they can make an impact in our fight toend hunger.

Potential can be relayed through potential
realised and the threat of potential lost.
Key Question
How can we maximize downloads of the
ShareTheMeal app with a digital campaign thatcan leverage our presence in a global cinema
ad and the theme of “potential”.
Potential will be the foundation of WFP
campaigns and messaging for Q4 2018.

Mindful that WFP is a thought-leader in thehumanitarian and development communities,
speaking with an authority based on experienceand data, it is vital that we speak simply andclearly to a general audience, triggering anemotional response with impactful statements
and statistics that relay the need without
imposing guilt.
For more info on ShareTheMeal tone of voice,please check here https://drive.google.com/file/d/1yf6oVRPBruc
mZmTnu_UolpRTWFSA5Mlp/view

TIMELINE

TARGET AUDIENCE

The Campaign will be implemented in
September for 12 weeks.

MILLENNIALS, AGED 20-40

The holiday season (beginning CanadianThanksgiving in the beginning of October andAmerican Thanksgiving at the end ofNovember, continuing on through December ininternational markets) is a time for coming
together with friends and family, celebrating
what we have and helping those who don’t haveas much. This is a key time for WFP / STM toengage with the public, encouraging them as
they gathering around their holiday tables toshare a meal with a less-fortunate family.

•EQUAL M/F SPLIT•

MIDDLE SOCIO ECONOMIC CLASS•PRIMARILY URBAN•

SOCIALLY ENGAGED•POSSIBLY PARENTS•TECH ADOPTERS•SOCIALLY CONSCIOUS