TV ad: ACTION CONTRE LA FAIM: #3minutes

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You can do a lot in 3 minutes It's a brutal fact: in 2013, there are over 34 million children in the world who are suffering from hunger1. It's a sad, perennial subject that often gets forgotten: hunger figures shock or frustrate people. But this year, Action contre la Faim (ACF) is taking the opposite line: it focuses on another figure, a positive one this time. Every 3 minutes, ACF saves a child from starvation. In November, the NGO will be speaking out on TV and in a poster campaign to promote its work. Let’s take a look at this awareness campaign that refuses to give up hope. The feeling of hunger real hunger hunger which delays a child’s growth, hinders intellectual development and can lead to death: it seems so removed from our daily lives. People will support a charity because they feel close to its cause. But how can you feel close to a cause that is so distant and continual that it feels hopeless? Action contre la Faim came to Publicis Conseil with this question in mind, and with the ambition of changing the codes of humanitarian communication. The task was to leave behind fatalistic calls for help, and try to remove this distance: we needed to bring the cause closer to the general public, and give people a reason to get involved. No, hunger in the world is not inevitable: we now have the means of preventing, detecting and curing this disease. It is a struggle that is justified by a simple figure: every 3 minutes, Action contre la Faim saves a child from starvation2. The campaign thus plays on the ambivalence of these 3 minutes: it is an unremarkable length of time in someone's daily life in France, but an exceptional amount of time within which a child can be saved.