FoodforThought: Cheil KSA and WFP team up to raise awareness about hunger in the Middle East

JEDDAH The award-winning marketing solutions agency Cheil KSA launched today a social media campaign in the Middle East to support the United Nations World Food Programme (WFP) in building a world with zero hunger.

Cheil is creating and managing this social media awareness campaign that engages some of the Middle East’s most-renowned food bloggers. Focused on global hunger, the series of thought-provoking visuals will be posted on key social media platforms aiming to raise awareness and increase public engagement.

Our agency’s mission is to create Ideas that Move. By following this approach, we wanted to move emotions toward the people who need the most support, says Cheil KSA’s Creative Director Laith Abdel Hafez.

As a global leader in the area of corporate partnerships, WFP works closely with a variety of partners to help fight global hunger and has a history of helping companies express their social responsibility through initiatives that benefit communities in need and achieve a measurable, positive impact.

We can build stronger communities that understand the value of food and food assistance, and the impact of hunger by helping raise awareness, says Head of Communications and Partnerships in the Middle East Abeer Etefa. This campaign would act as a daily reminder to people around the world that someone’s plate is empty today.

In a world where we produce enough food to feed everyone, 815 million people across the globe still go to bed hungry every night. Eradicating hunger by 2030 would mean that we have to rethink how we grow, share and consume our food.

In 2015, the global community adopted the 17 Global Goals for Sustainable Development to improve people’s lives by 2030 WFP aligns itself with two of the 17 global Sustainable Development Goals: SDG2 � Zero Hunger, which aims to eradicate hunger by 2030, and SDG17, which promotes both public and private partnerships.

WFP is the world’s largest humanitarian agency fighting hunger worldwide, delivering food assistance in emergencies and working with communities to improve nutrition and build resilience. Due to ongoing conflicts, more than half of the WFP budget goes to the Middle East region and the Arab world. WFP is delivering food and providing cash assistance to millions of people in Yemen, Syria and Iraq as well as helping Syrian refugees in neighbouring countries rebuild their lives.

WFP is also providing school meals to more than two million vulnerable children in Palestine, Jordan, Egypt, Iraq, Sudan and Yemen, giving them a chance to receive a formal education through food assistance.

Source: Food and Agriculture Organization of the United Nations