Sawa and World Food Programme: #FeedOurFuture

The United Nations World Food Programme (WFP) and SAWA, the Global Cinema Advertising Association have brought back ‘Feed Our Future’ – an initiative that aims to stir global cinema audiences into action to tackle global hunger.

Last year, the two launched 'Feed Our Future' highlight the fact that every five seconds, a child dies unnecessarily from hunger, and to represent the silenced voices of starving children worldwide.

Sir John Hegarty, who has returned again this year alongside the director Nick Gordon.

Airing in cinemas in more than 30 countries from September, ‘Feed Our Future’ seeks to highlight the potential that is lost every time a child dies of hunger.

The film is set in a war-torn country, that is a crumbled shell of what it used to be. Piles of rubble dominate the landscape, and whatever walls there are left, precariously look like they will crumble any minute before your eyes.

Within this ‘playground’ of destruction, children stand firmly upon the fragile ground singing the words of Cat Stevens ballad ‘How can I tell you’ eerily in unison.

One by one, the children begin to disappear, weakening the song, which wavers after each voice is silenced in loss.

The film chillingly ends with a lone child stood upon the rumbled grown. As she stares at the camera, she continues the song alone, singing “It always ends up to one thing, when I look and you’re not there.”

The spot ends with a disturbing reminder that every year, three million children die of hunger, before a call to action to ‘help keep their voices alive.’