SAWA Cannes

Straight out of Cannes…some great cinema news!

Following a successful 2018 campaign, SAWA, the Global Cinema Advertising Association, in partnership with the United Nations World Food Programme (WFP), the world’s leading humanitarian organization fighting hunger worldwide, premiered the new “Feed Our Future” cinema advertisement during the SAWA seminar at the Cannes Lions Festival of Creativity yesterday. As the largest cinema network in the U.S., National CineMedia (NCM) is proud to be bringing it to movie theaters across the country this fall as part of its Noovie pre-show.

The global cinema ad, directed by Nick Gordon and conceived by advertising legend Sir John Hegarty and The Garage Soho, highlights the potential lost to the world when children’s voices are silenced due to hunger.

“Advertising isn’t just there for selling stuff. It’s also there to help save lives”, said Sir John Hegarty.

“Cinema has stirred and educated audiences in Cinemas since the first film arrived. Following the success of our Global Cinema ad in 2018, we believe that the medium of Cinema can motivate audiences to create a movement for Zero Hunger”, said Cheryl Wannell, CEO of SAWA. “The global cinema medium is inspired by hunger to feed our future, and we are proud to partner with the World Food Programme again this year to support their efforts to minimize the impact of hunger by engaging this very influential audience”.

“Last year, we saw the impact movie audiences can have when they are moved by compassion and urgency to help achieve a world without hunger,” said David Beasley, Executive Director of the United Nations World Food Programme. “Thanks to the continued support from SAWA and the Global Cinema Advertising Companies, we believe even more people will be motivated this year to join the cause and help ensure that no children no longer have to worry where their next meal will come from.”

“Feed Our Future” will air on cinema screens in over 30 countries from September to November 2019, coinciding with the United Nations General Assembly and other major global forums.

At a time when 821 million people – one in nine, globally – still go to sleep on an empty stomach each night, NCM is proud to use the power of cinema to help move the world closer to eliminating hunger.

“Together with our colleagues from other cinema media companies around the world, we’re helping to draw attention to of one of the most critical issues facing the world today – that over 3 million children die from starvation every year,” said NCM President and Interim CEO Cliff Marks. “Since its inception, this unique global cinema ad campaign has contributed to increasing worldwide awareness by over 30%, and has helped raise enough money to feed one million kids!  NCM will once again be donating significant PSA time to the campaign on big screens across the U.S. and will continue to do our share to help make a difference.”

For more information about the “Feed Our Future” campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit:


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