Global brands join forces with UN to boost food aid to families affected by war

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.

“On Sunday 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,”  Cousin stated.

Photo: WFP/Mohammed Al Bahbahani