Effective communication has to be clear. For this reason, with a clip starring Criolo and Ivete Sangalo, as well as personalities such as Ana Maria Braga, Naiara Azevedo, Formiga, Pequena Lo, Marcelo Adnet and Ivan Baron, the agency Africa Creative has just launched the campaign for the Pact Against Hunger, a movement multisectoral and cross-party initiative that aims to engage people to end hunger in a structural and permanent way, and reduce food waste in Brazil.
The launch event took place last Tuesday (23) and was attended by government leaders, academia, business, non-governmental and religious entities. The movement will act in a joint and structured way through intelligence and data, articulation of individuals and organizations, as well as incentives for best practices that eradicate hunger and reduce waste throughout the chain.
The song and the clip, released exclusively last Sunday (21) during Fantástico, on Rede Globo, bring a reflection on the futures that fail to happen due to hunger, reinforcing that, when hungry, you can’t study, no you can work, you can’t shine on stage, or enter the field.
This is what personalities from different areas emphasize on their social networks, with strong testimonials that are part of the campaign. The fact that 33 million people are starving while we waste 8x what is needed to feed the population that has nothing to eat will also be reinforced in pieces broadcast nationally in print, digital and TV media. With musical production by Nixon Silva and stage direction by Nixon Freire, the clip aims to engage society and launch the campaign, which also includes activations and support actions.
“We cannot accept that so many Brazilians will continue to go hungry in 2023, with so much knowledge and technology available. It is incoherent that one of the largest agricultural producers and exporters in the world still has citizens going hungry and, at the same time, wasting food from the field to the table. According to a study carried out in partnership with Integration Consulting, hunger and food waste are different problems. Hunger is a structural problem and needs to be addressed as such, based on public policies at the three levels of the federation and an engaged civil society. The study also shows us that there are good initiatives working on this, and that they need to have more synergies. At the same time, the issue of waste should generate even greater nonconformity in us and can be a lever for action in the fight against hunger”, emphasizes Geyze Diniz, co-founder and president of the Council of the Pact Against Hunger.
The movement’s vision is not to have a single hungry person in Brazil by 2030, and by 2040, all people in the country will be well fed. For these reasons, it will be up to the Pact Against Hunger to give visibility, promote and create synergies between existing initiatives in relation to the theme, acting in partnership with different actors in society. Get to know the Pacto Contra a Fome movement and participate in any way you can.
You can watch the full campaign film below.
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