ROME, 7 June, 2002 -- Europe's largest communications group, Publicis, is designing a publicity campaign to aid the UN Food and Agriculture Organization (FAO) in its efforts to reduce world hunger, the UN food agency announced today. The special media strategy illustrates the Organization's struggle to combat hunger and malnutrition and takes place in the context of the World Food Summit: five years later.
The campaign is being produced and sponsored by FilmMaster, a leading Italian advertising corporation. Incorporating both print and television coverage, it will be produced in several languages and promoted internationally through the Publicis offices in over 100 countries.
Kay Killingsworth, Assistant Director-General and Special Adviser for the follow-up to the 1996 World Food Summit, warmly welcomed the campaign designed by Publicis. She expressed particular appreciation for the originality of the message, which is targeted at world public opinion.
Through this campaign Publicis and FilmMaster have taken on a commitment to support the objectives of the World Food Summit: five years later - to mobilize the resources and marshal the political will required to break the vicious circle of hunger, which currently afflicts around 815 million people. The Rome Declaration resulting from the 1996 Summit resolved to reduce the number of hungry people in the world by at least half by 2015.
Publicis, FilmMaker and FAO plan to run the public service campaign again as part of the events that commemorate World Food Day/TeleFood in October.