A WFP-produced public service announcement (PSA) against hunger showing soccer star Ronaldinho about to eat a football with a knife and fork, has won a prize at the International Awards for Sports Communication in Trieste.
There are 852 million hungry poor in the world. We need people like Ronaldhino, who came from a poor family himself, to provide a voice for the hungry
WFP representative Marina Catena
The PSA, which carries the message: "Unfortunately, not everyone can live off football", was selected as the top video in the Social Responsibility category.
Andrea Hlacia, vice president of Format and Comunicazione – the event organisers, described the clip as: “A brilliant idea which conveys a universal message which is internationally understandable.”
A voice for the poor
The popular PSA, which is available in twenty languages and has appeared on international news networks such as the BBC and CNN, has received 50,000 hits in the video section of the Google search engine since its June 6 release.
On accepting the award from sports commentator Dan Peterson, WFP’s Marina Catena said: “There are 852 million hungry poor in the world. We need people like Ronaldinho, who came from a poor family himself, to provide a voice for these people.”
Over 100 ads by high profile names such as Nike, Adidas and the Turin Olympic games vied for twelve awards at the ceremony in Trieste’s historic Duino Castle last Friday.
One of Brazil’s top footballers, Ronaldinho first added his voice to the growing ranks of celebrities speaking out against hunger when he became a WFP ambassador.