Did you hear that sound? When the earth roars, millions of bellies roar too ... The climate crisis is one of the main factors behind the rise of hunger around the world. To raise collective awareness, Paris agency Hungry & Foolish orchestrated a campaign for Action Against Hunger that was unveiled on Thursday, May 27, starting at 9:30 am.
According to France’s Organisation Pour Alimentation et l’Agriculture (Food and Agriculture Organization), the three major causes of hunger in the world are wars, economic shocks and the climate crisis. The countries most affected by hunger are those most affected by extreme weather events.
The climate crisis is affecting ecosystems, the economy and livelihoods, particularly of those who depend on agriculture. More frequent and longer droughts, and an increasing number of storms, floods, forest fires, and extreme heat waves are among the most alarming effects.
On Thursday, May 27 at 9:30 am, NGO Action Against Hunger broadcasted a thundering sound through the streets of Paris, a noise that left the general public confused.
The objective was to create buzz on social networks thanks to opinion leaders like international footballer Robert Pires and author Marc Lévy, as well as the media, with about this strange noise in Paris.
The same day at noon, the big reveal took place. This noise was actually the sound of a hungry stomach rumbling. The noise was composed of sounds that represent climate disruption (storms, landslides, icebergs breaking up, hurricanes, etc.) because when the earth rumbles, millions of stomachs rumble too. It’s a call to transform the way we eat and act to fight climate change to help in the fight against hunger.
As an actor in the field for 40 years, Action Contre la Faim (Action Against Hunger) wanted to raise awareness about the link between climate change and hunger through this campaign, by explaining how they impact each other.
This campaign will be relayed in the media, in the press by numerous opinion leaders such as retired footballer Robert Pires and author Marc Levy.
Credits :
Agency: Hungry & Foolish
ECD : Emmanuel François Eugène
Managing Director : Jean-Benoist Werth
Art Director : Quentin Delachaux
Copywriter : Stéphane Le Frapper
Advising Director : Alexandre Pecard
Account Manager : Manon Nion-Guillot
PR Agency : Ozinfos Media Agency : Havas
