Every week, the editorial team deciphers the media campaign of a brand, a store or an institution. Today, we take a look at the campaign, “Nourishing Hope”, launched by the European Commission and produced by Ogilvy Social.Lab Brussels and VML Copenhagen.
Insight
Food security is one of the most pressing global challenges today. In 2023, the Global Report on Food Crises (GRFC) revealed that 281.6 million people in 59 countries were facing acute food insecurity – an alarming figure that continues to rise. The European Union’s proactive efforts to combat this crisis are essential. Since 2010, the EU’s humanitarian food aid policy has helped millions of peoplepeople suffering from a lack of healthy and nutritious food. In 2023 alone, the EU allocated €2.4 billion in humanitarian aid, partly in the form of food assistance, reinforcing its position as the world’s largest donor. The European Commission is launching a new awareness campaign on the essential role played by the European Union in financing humanitarian aid operations.
Device
Discover the film in the link below:
https://ec.europa.eu/stories/feeding_hope/index_fr.html
The campaign “Feeding Hope” -a collaboration between Ogilvy Social.Lab Brussels and VML Copenhagen (creative design) and OSL (strategy and distribution- aims to create a deeper connection between EU citizens and the essential work carried out on their behalf. To better understand the significant impact of EU humanitarian aid, The campaign highlights stories demonstrating its human impact and personal accounts from individuals and communities that have directly benefited from it in Bangladesh, Chad and Yemen. “The Feeding Hope campaign highlights the human stories behind EU humanitarian aid, illustrating how this support directly addresses food insecurity around the world. By focusing on real-life stories, the campaign fosters a shared sense of purpose, encouraging action and awareness among the younger generations. The success of the campaign is based on its strategic distribution across online and offline channels in 10 countries and since the beginning of August in France. A site web dedicated serves as a hub for the campaign, with interactive content, impactful testimonials and the opportunity for visitors to learn more and contribute to the cause. To further engage Gen Z and millennials, the campaign leverages paid social media platforms such as Meta and Teads, targeted search engine advertising (SEA) and compelling YouTube content,” says Laura Van Hauwaert, Executive Director EU institutions at WPP.
Objectives
This initiative aims to awaken a sense of pride and enthusiasm among European Union citizens, focusing on Generation Z and Millennials (20-40 years old).
L’avis de Thomas Spang-Thomsen, Executive Creative Director, et Sarah Goldstein, Associate Creative Director chez VML Copenhague
“Our goal was to avoid the typical ‘othering’ pitfall often seen in similar campaigns. We focused on the authentic transmission of our heroes’ stories so that they resonate with the public of the European Union. Find Finding the right balance between highlighting their realities and struggles and conveying an overall message of hope has been a unique challenge. and a valuable learning opportunity. We hope this approach will deeply resonate with our audience. While we were not faced with any specific constraints, from a creative perspective, it was difficult to conceptualize and plan a theme or plot without having a deep understanding of our heroes’ personal stories prior to production. Fortunately, we collaborated with an exceptional team of documentarians and producers at MYOP, who helped shape the narrative and find a compelling way to tell each hero’s story. Filming in crisis zones brought its share of challenges, such as movement restrictions, access issues, and language and cultural barriers. However, thanks to the combined efforts of MYOP (photo agency) and our heroes – Abdulaleem, with Sabe et Bousseina – we managed to communicate the most important story: a glimpse into the struggles faced by millions of people around the world. We had the privilege of partnering with the talented photojournalists at MYOP – Olivier Laban-Mattei, Olivier Jobard and Julien Pebrel – who expertly captured the lives and communities of our heroes in Chad, Yemen and Bangladesh. Spending entire days immersed in their surroundings, they painted a deep and intimate portrait of the daily lives and families of our heroes. These locations were strategically chosen because they represent three countries currently facing significant food insecurity challenges.”
Campaign: “Feeding Hope”
Advertiser: European Commission
Agency: BuzOgilvy Social.Lab Brussels and VML Copenhagen
Distribution: The campaign is distributed through online and offline channels in 10 countries and since early August in France. The campaign relies on paid social media platforms such as Meta and Teads. It will be broadcast until the end of the year.
Source: www.e-marketing.fr
