One of our international institutional clients, the United Nations World Food Programme (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.
It often joins forces with the European Commission’s Humanitarian aid and Civil Protection department (DG ECHO) to fund projects and activities that alleviate human suffering and needs around the world.
Our mission consisted in the development of an overall original communication concept and campaign for the promotion of “The Family Meal” initiative, a project of the UN WFP and DG ECHO in the area of humanitarian aid. There was a definite need for finding new ways, in our information-charged environment, to bring this project to the highest level of visibility.
Our main objective was therefore to enhance the awareness of a wide range of audiences all over Europe about the tangible work of the two organisations, the way they overcame the food access shortage and the concrete changes their work brought into the people’s daily life.
Another objective was to find innovative approaches to incentivise the active engagement of the public in the WFP programme towards reaching a zero hunger world.
To reach the set objectives, we started by analysing and assessing the strong points of the project and the opportunities that we could create around it. We devised a targeted communication strategy and a carefully planned communication campaign to be implemented across Europe.
We enhanced and articulated the content through a series of events, web communication, videos, social media and a variety of print materials.
We opened up or developed communication channels that led us to obtaining political support and endorsement at the highest level. Our social media campaign benefited from the boost of active involvement of television celebrities.
We built concrete and tangible showcases of the activities conducted through the programme for major events.
We designed an eye-catching concept for an exhibition that was set-up in major European airports, stations and universities. The campaign attracted the attention of the European Parliament and was tailor made in a temporary exhibition hosted inside its venue. It was inaugurated by the UN WFP Executive Director, Ertharin Cousin, and the EU Commissioner for Humanitarian aid, Christos Stylianides. It became later a thematic exhibition in the Parlamentarium.
We developed a dedicated website visited by dozens of thousands of people. Through the use of vibrant graphic design, engaging content and interactive features, it became quickly the spearhead for a wide dissemination and also an efficient channel for sensitising and involving people through a variety of activities, such as photo competitions, quizzes, calls to action…
We produced a series of striking videos and trailers that were showcased on the official UN website, widely disseminated online and a highlight of “The Family Meal” exhibition at the 2015 Universal Expo in Milan.
Our tailor-made communication strategy, implemented with technical proficiency across the multiple communication tools, has managed to bring this project to an astounding success, exceeding the initial objectives and expectations.
It became an example for bringing awareness to a field activity and using it to tell a high-level, wide-impact communication story, both externally and internally (at institutional and inter-institutional level), increasing the understanding, creating a powerful connection and inviting to action.