40 years, 40 hours, over 40 countries: World Vision's poetic tribute to hunger helping the hungry

  • Advertising
  • May 12, 2014
  • StopPress Team
40 years, 40 hours, over 40 countries: World Vision's poetic tribute to hunger helping the hungry

Since the 40 Hour Famine kicked off in 1975, World Vision says over one million Kiwis have taken part in it and raised $72 million to help people in over 40 countries. And to promote the 40th year of the initiative, which this year is focused on helping Malawi, Sugar & Partners enlisted the talents of renowned poet Sam Hunt, Exposure's Brooke Benton and a number of other charitable young Kiwis to show how New Zealand’s largest youth fundraising event has become something of a rite of passage. 

“Sam Hunt as the voice was essential for us,” says creative director Damon O’Leary. “Like most New Zealanders, I’ve always loved his unique style. It can be quite haunting, but for me, in a strangely uplifting way. Hopefully those qualities shine through and make the spot more emotional and therefore effective.”

The campaign launched in cinema, TV and online throughout the country with generous support from Val Morgan, MSN and national television networks. It is bolstered by social, digital and direct elements, including 125,000 school packs and posters for classrooms nationwide and a series of online videos. 

“The campaign captures the essence of who we are as World Vision and what Kiwis have achieved through the Famine," says Helen Carter, general manager, supporter and international engagement. "The TV commercial makes us so proud of our heritage." 

Sugar & Partners won the World Vision account late last year and its first major piece of work was the What if? campaign. Online marketplace wheedle.co.nz is the main sponsor of this year's 40 HR Famine and is waiving verification and selling fees on all registered 40HR Famine auctions until the 26 May. 

A couple of Super Rugby franchises and some media peeps are getting involved, too, with participants able to join the different teams. 

  • The 40HR Famine takes place on the 23rd to the 25th of May. Participants can either sign up (as an individual or as a group) here and you can make a donation here

Credits:

Client: World Vision

Helen Carter - GM, Supporter and International Engagement.

Vicki Webb - Supporter Acquisition Specialist 

Agency:  Sugar & Partners

Creative Directors – Damon O’Leary & Dave Nash

Head of Planning – Tania Stevenson

GAD’s – Dennis Carroll & Jamie McLean

Producer – Wictoria Markula

MBM:

Media Director: Deb Brown

Exposure:

Director:  Brooke Benton

DOP: Crighton Bone

Producer: Jess Milne

PM: Leah Oram

PM is Sarah Spurway

Liquid Studios:

Composer: Peter Van Der Fluit

Sound Engineer - Craig Matuschka 

Producer: Tamara Oneill

Blockhead:

Colourist: Pete Richie

Editor: Nigel Mortimer

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold
features

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold

Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit