805 Million Names w/ World Food Programme & Zlatan

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The campaign has been a conversation starter, and – dare we even say – has given a voice to people suffering from hunger in the world today.

– Mathias Eriksson

805 MILLION PEOPLE ARE SUFFERING…

…from hunger in the world today. UN’s World Food Programme (WFP) is working hard to meet the severe needs. This pro bono campaign aimed to create awareness and to put the challenge of hunger higher on the global agenda.

TURNING THE SPOTLIGHT

Swedish football star Zlatan Ibrahimović, Paris Saint Germain, lives in the spotlight. 805 million names turned that light onto people who need it more. The campaign started February 14th when Zlatan scored against Caen, pulled off his sweater and showed 50 names – of the 805 million hungry – tattooed on his body. The next day a video and press conference revealed the story behind. Matter’s role was to create overview, handle the integration of all content in all available channels (including 47 social media channels) and to produce all content for social media channels and verticals for PR pitches. In our Editorial Activation Plan the story unfolded day by day in accordance with our content strategy.

4500 ARTICLES AND A VIDEO RESPONSE

During the first seven days 41 tweets per minute were talking about the campaign. Within the first two weeks more than 4500 articles had covered it. The potential reach of the campaign was 877 million people.

The campaign has been a conversation starter, and – dare we even say – has given a voice to people suffering from hunger in the world today. The video from Wale Wale Youth in Kenya is an example of this. The world’s eyes have opened, and hopefully we will see a change in country’s budgets – relocating money to stop world hunger today.

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