SAWA reveals ‘Hunger Games’ ad
Starvation is stalking South Sudan, Somalia, Nigeria and Yemen, endangering more than 20 million lives and putting at least a million children at imminent risk of death from severe acute malnutrition (SAM).
It is against this backdrop that SAWA, the Global Cinema Advertising Association, and Project Everyone unveiled their third global cinema ad yesterday, which aims to highlight the plight of the approximately three million children under the age of five who die of SAM every year.
The powerful 60-second spot, entitled ‘End The Games’, draws its inspiration from the dystopian sci-fi movie The Hunger Games. It depicts young children apparently competing against one another for food and water. However, as the narrative unfolds, the children join forces to fight starvation — as humanity itself must do to end the scourge of hunger.
‘End The Games’ was produced by London production studio Don’t Panic and Project Everyone, the global campaign devised by filmmaker, writer and campaigner Richard Curtis to promote the Sustainable Development Goals. The latter consist of 17 ambitious targets, adopted by world leaders at the UN General Assembly in 2015, to achieve three goals by 2030: end extreme poverty, fight inequality and injustice, and fix climate change.
SAWA — a founding partner of Project Everyone — will release the spot in early August in more than 30 countries. Yesterday’s SAWA seminar was chosen as the launchpad for the advertisement “as a reminder that the medium of cinema continues to make the biggest impact on consumers”, said Cheryl Wannell, CEO of SAWA.