McDonald’s might have turned Burger King down for the #McWhopper stunt but for International Day of Peace (which is today),it has joined hands with numerous global brands, including arch rivals Burger King, to highlight the vital role of food assistance in creating a more peaceful world.
Other brands giving their support include the likes of Cargill, DreamWorks Animation, Facebook, Google, MasterCard, McCain Foods, McDonald's, OMD, Twitter, TBWA and United Airlines. As the world's refugee crisis grows and humanitarian resources are stretched, this multi-industry effort led by McDonald's represents a powerful, tangible way for people to make a real difference toward peace and support refugees and displaced people in their struggles against hunger.
On television and online, several companies are using donated media and social channels highlighting a 30-second WFP-branded commercial called "Symbols" which is voiced over by Liam Neeson. TBWA developed the creative for the commercial 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.
Many of the companies are also supporting the effort by amplifying the message from their social media pages with related artwork including a call to support affected families by donating to WFP.
McD's Singapore has currently posted the spot below on its website:
In addition, the spot will air in the Philippines.
" This multi-industry effort provides us, our participating partners and all of our collective customers with a tangible way to make a real difference towards peace by addressing hunger: a call to the public to learn more about and donate to the WFP’s humanitarian work. This will be the first time in history the WFP has ever been highlighted in a global ad spot. Food assistance plays a major role in helping millions of displaced families and, ultimately, stabilizing fragile regions around the world,” said Carolyn Khiu, director, Corporate Communications, eCommerce & Customer Relations at McDonald's.
All funds raised from this effort will go to WFP's emergency response fund that is used to support WFP's most critical operations, including crises in and around Syria, Iraq, South Sudan and Yemen.
"The private sector has a significant role to play in ending hunger and promoting peace," Jay Aldous, WFP director of private sector partnerships said. "And this global effort is a powerful example of brands coming together with one voice to make a tangible impact in the lives of vulnerable people."
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. Each year, WFP assists some 80 million people in around 80 countries.
"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."