In celebration of World Food Day, Wednesday, October 16, the Global Cinema Advertising Association (SAWA) and the United Nations’ International Fund for Agricultural Development (IFAD) have teamed up to launch a global cinema campaign that emphasizes the critical role small-scale farmers play in sustaining global food supplies.
The campaign centers around A New Day, an award-winning 45-second cinema spot that sheds light on the lives of rural farming communities in Tunisia and northern Africa. We thought we would share this information with Small Farm Canada readers.
These regions are among the most difficult and fragile desert environments on the planet. The spot will be shown in cinemas worldwide over the next six months, with many SAWA members joining the effort to raise awareness about the essential contributions of rural communities and the struggles they face.
The film focuses on the resilience of these communities, who, despite enduring severe droughts, continue to grow crops and adapt to the harsh climate, thanks to the support provided by an IFAD-funded project in Tunisia.
As the world grapples with climate change and increasing conflicts that jeopardize food security and disrupt food systems, the campaign seeks to inspire action, particularly through smart and targeted agricultural investments.
Studies show that investments in agriculture are two to three times more effective in reducing poverty than investments in other sectors.
“We know that cinema, with its big picture, big sound, and immersive environment can educate us, move us, and change hearts and minds," said Julian Pinn, CEO of SAWA. "Citizens understand there are complex issues such as climate change and hunger but can often tune out due to feelings of hopelessness".
“Global cinemas provide the perfect platform to shine a spotlight on the critical issues faced by small-scale farmers every day. We are very grateful for their collaboration,” said Kathrine Meighan, Associate Vice-President, External Relations Department a.i. and General Counsel, IFAD. “The film calls on citizens and global leaders to make a choice: react to one crisis after another, or invest in sustainable, structural solutions that ensure food security for future generations,” added Meighan.
Pinn said, “We hope world leaders will heed the call and take action to invest in a more hopeful future for us all.”