NEW YORK: The UN World Food Programme on Monday took its campaign to fight world hunger to a global cinema audience with an innovative, interactive advertisement. Billed as a world first, the advertisement that will appear in cinemas in more than 30 countries will feature an on-screen code that moviegoers can scan with their smartphones to interact on Facebook Messenger.

On Messenger, the user can then interact with the character from the advertisement who shares her story and offers a way to donate meals to hungry children through the UN agency’s ShareTheMeal app.

Published in Dawn, September 25th, 2018