The United Nations World Food
Programme (WFP) today unveiled a new partnership with
some of the world's leading companies, including McDonald's, Burger King,
Facebook, Google and MasterCard, in an unprecedented effort to support refugees
and displaced people struggling to feed their families.
The venture, announced on the eve
of the International Day of Peace, which is observed annually on 21 September,
comes at a time when the world's refugee crisis grows and humanitarian
resources are stretched, WFP noted in a news release.
“Today is about people coming
together across regions and cultures to take action for a hunger-free and
peaceful world,” said WFP Executive Director Ertharin Cousin. “Food assistance
plays a powerful role in times of conflict by saving lives and alleviating
suffering.
“Food brings and keeps families
together. Food security gives families hope during desperate times while
eliminating the need for families to resort to extreme and harmful measures as
the only option for survival.”
WFP noted that this multi-industry
effort championed first by McDonald's represents a powerful, tangible way for
people to make a real difference toward peace and support conflict-affected
people who are struggling daily to feed their families.
Supporting companies include Burger
King, Cargill, DreamWorks Animation, Facebook, Google, MasterCard, McCain,
McDonald's, OMD, Twitter, TBWA and United Airlines.
On television and online, several
companies are using donated media and social channels highlighting a 30-second
WFP-branded commercial called “Symbols.”
Developed by TBWA with funds
provided by McDonald's, the commercial highlights the connection between war
and hunger, the magnitude of current needs and how a donation to WFP can make a
difference.
“Humanity has one future together.
This effort provides a great example of people and companies joining forces to
make sure we achieve the goal of a zero hunger future,” Ms. Cousin stated.
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