The climate change crisis is one of the biggest global challenges faced by young people, however it’s been found that they’re not always aware of how food security is impacted by its extremes.
The United Nations World Food Programme (WFP) were on the search to raise awareness that aligned Gen Z audiences around the world so that together, they could fight climate-driven hunger.
Created in partnership with Hurricane Media, we leveraged the power of video marketing to share an inspiring story, alongside the development of a suite of social assets and activation.
At the heart of our campaign was an incredible young man called Abbas. The Hurricane Media team travelled to Chad, where 5.8 million people struggle to put food on the table.
We wanted to show who Abbas was beyond Chad’s food insecurity crisis – as an individual with dreams, ambitions, and incredible resilience. Highlighting these commonalities was key to creating an emotional connection between this young person and our target audiences in developed countries.
The completed campaign featured the extreme conditions that lead to food insecurity as a result of climate change, alongside the work that WFP does globally to assist in combating world hunger.
From activation across paid media, the campaign saw:
2.3 million engagements (+7000% vs KPIs)
18.8 unique users reached
765,000+ new Facebook Followers
634,000+ new Instagram Followers
If you’ve got a project in mind, or just want to have a chat, please get in touch!
