World Food Programme UNICEF

The campaign

From the 21st to 24th January 2015, over 2,500 heads of state, business leaders, philanthropists and artists arrived at Davos for the World Economic Forum to discuss global issues and solutions.

Awaiting the influential attendees were a collection of 193 snowmen, one for each country, taking an icy stance against the continuation of inequality, poverty, and climate change. Each snowman was wrapped in a scarf that represented the specific country and carried a sign to express their outrage.

In addition to the snowman protest, Project Everyone – along with the World Food Programme and UNICEF – hosted the official launch of the #HealthyNotHungry campaign with a focus on action against malnutrition.

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The Delivery


For the launch of #HealthyNotHungry we brought leaders together to commit to action for Goal 2.  The campaign launch was backed by world renowned chefs Jamie Oliver, Sam Kass, Manal Al-Alem, David Hertz, UNDP goodwill ambassador with the SDG Fund Joan Roca and UNICEF ambassador and SDG advocate Shakira.

We produced a film for the launch as well as an accompanying toolkit for the WFP which lay out the 5 simple steps we must take to achieve a healthy, not hungry world by 2030.

Project Everyone also partnered with the WFP and ECHO on the #WhatFoodMeans campaign to raise awareness of resilient people, strong partnerships, and the fight to end hunger in Ethiopia. The short film we produced tells the story of how, in 2016, international support from the WFP, funded by the EU, helped Ethiopia avert a food crisis, saving millions of lives and protecting the futures of families and communities. The film was shared by famous activists from across the world including Juan Mata, Jamie Oliver, Kim Clijsters, Anders Lindegaard, and David Morrissey.

These protesting snowmen send a very serious message in a light hearted way. Like them, unless we seize the opportunities of 2015, they will simply melt away without a trace’

Brendan Cox Director of Policy at Save the Children

The impact


Both our campaigns were a success at Davos. Hundreds of people supported our Snowman campaign by tweeting selfies with the tag #snowmanselfie – some famous faces included Chris Martin, Will.I.Am, Bill Gates, Richard Branson, Amina Muhammed and Bono.

A total of 2,452 mentions of the Snowman Selfie generated 43,291,299 impressions, while the hashtag itself resulted in 29,251,819. Further, the hashtag #Action2015 gathered 22,675,641 impressions over the course of the five-day event.

The issues raised through the #HealthyNotHungry campaign were also featured at Goalkeepers. At the Global Goals Awards we presented the Healthy Not Hungry Award to Bernard Coulibaly – the Deputy Prefect of Yorosso in the South of Mali who has focused his work on reducing child malnutrition in his community. During the Goalkeepers conference, we announced $250 million in planned investments for the Power of Nutrition, an innovative partnership working to tackle the damage to children’s lives and futures caused by undernutrition.

The Global Nutrition Summit in November presented the chance to reflect on and accelerate progress toward the Global Goals on nutrition. For the Summit, we created a set of infographics to reflect both the Goalkeepers Report and the new Power of Nutrition announcement made in Milan. To conclude #HealthyNotHungry, we produced a short wrap up film of the campaign to demonstrate what a year of action on nutrition looks like.


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