How do we make the NGO’s speech to a demanding audience stand out, who is immersed in zapping culture, without falling into using shock advertising, with respect to the new positioning of Action against Hunger ?

To capture the attention of the 18-24 year olds, bearideas imagined a creative concept which brings up the subject of hunger in the world in an unexpected way. By showing the situation from the “enemy” standpoint which needs to be taken down: The character Professor Death, dressed in a reaper outfit, which embodies death as we imagine it in our collective unconscious.

A campaign combining both humour and discrepancy has been designed so that the young adults become aware that “starving to death is no longer an inevitability”.

The campaign video depicts Professor Death, trying to raise awareness among his reaper apprentices about the risk that hunger may no longer be the leading cause of death in the world, thanks to the fight led by Action Against Hunger.

The communications campaign not only includes an online presence through a film designed for the web and the creation of dedicated Facebook and Twitter accounts, but also real events via a billboard campaign and High Impact Operations (HIOs).