New Delhi: The Global Cinema Advertising Association (SAWA) and the International Fund for Agricultural Development (IFAD) have joined forces to launch a global cinema campaign to highlight the crucial role small-scale farmers play in global food security.
The campaign, in recognition of World Food Day, will see the award-winning 45-second film “A New Day” screened in cinemas worldwide over the next six months. The film follows the lives of rural communities in Tunisia and northern Africa, showcasing their resilience in the face of a harsh and fragile desert environment.
The film, supported by an IFAD-funded project in Tunisia, highlights the challenges faced by small-scale farmers, including severe droughts and climate change. Despite these challenges, the farmers continue to grow food and adapt to climate change thanks to the support they receive.
“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.”
The campaign aims to raise awareness about the importance of investing in agriculture to achieve global food security. According to IFAD, investing in agriculture is two to three times more effective at reducing poverty than investment in any other sector.
“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 Kathrine Meighan, Associate Vice-President, External Relations Department a.i. and General Counsel, IFAD.
“A New Day” was directed by award-winning director Jonathan Pearson and produced by London-based production company UNIT9. The film is narrated by Somali-Canadian model, activist, and UN IFAD Goodwill Ambassador Sabrina Dhowre Elba.