Sir John Hegarty's poignant United Nations ad shows a choir of children gradually disappearing from view

Cinema spot promotes organization's World Food Programme

Published On
Jun 25, 2019

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The United Nations' World Food Programme has unveiled a poignant, hard-hitting cinema ad created by BBH founder Sir John Hegarty that highlights how children's voices are being lost to hunger around the world.

The ad was unveiled at Cannes by SAWA, the global cinema advertising association, which will push the film out to movie theaters around the world from this September. The black-and-white film shows a choir of children in the rubble of a war zone, sweetly singing "How can I tell you?" by Cat Sevens—but as they sing, one by one they gradually disappear until just one voice is left. It ends with a call to action to donate to and save a child's life. 

The ad was created by Hegarty and his creative investment company, the Garage Soho, and directed by Nick Gordon. It will run in 30 countries around the world from September to November.

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