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Tuesday, 26 June 2007

WFP Welcomes the release of a new school Feeding PSA in Japan

A new school feeding campaign PSA was launched at United Nation University on June 25, 2007. Opening remarks was presented by Ms. Mihoko Tamamura Director WFP Japan Relations Office. Greeting from the Embassy of the Republic of Indonesia was presented by Dr. Pudjiatmoko Agricultural Attaché. Attendants of the event were sponsor organization, journalists, government officials, and members of the diplomatic corps.

Five biscuits supply 200 kilocalories and 50% of vitamins and minerals for a day
WFP News Release
World Food Programme (WFP) welcomed the release of new print, radio, and television public service announcement (PSA) promoting the agency’s school; feeding programme, made possible with support of the Japan Advertising Council.

The PSA showcases WFP’s micronutrient-enriched biscuits, fortified with 14 essential minerals and vitamins and used as an integral part of the agency’s school feeding programme. In the PSA, under the catch-phrase “a biscuit is a ticket to the future”, children’s desks are fabricated of WFP biscuits, illustrating how WFP’s school feeding programme is helping children get a chance to learn in the School.

“We are truly grateful to the Japan Advertising Council for their support of our school feeding initiatives,” said Ms. Mihoko Tamamura, Director WFP Japan Relations Office. “This PSA campaign will create an incredible impact in generating support among the people of Japan towards our efforts in wiping out child hunger from the world.”

The PSA was filmed in Lombok Indonesia, where malnutrition is widespread among school age children. Roughly half suffer from iron deficiency induced anaemia and marginal vitamin A deficiency, which often results in poor cognitive performance. Recent studies found that the prevalence of anaemia drop from 24% to 10% in the children receiving WFP’s biscuits. Cognitive performance also improved significantly.

One of the world’s largest advertising companies, Dentsu, designed and produced the new PSA. The TV and radio spots were narrated by the famous Japanese actor Kazunari Ninomiya, whose recent performance in Clint Eastwood’s Oscar-winning “Letters from Iwo Jima” won widespread acclaim…

The new PSA will be broadcast on TV and radio and appear in print media and on billboards from the beginning of July.

The Japan Advertising Council is dedicated to serving the common good through PSA campaigns. It is made up of over 1,300 voluntary corporate members, including media organizations, ad agencies, and other business enterprises from Japan. PSA produced by the council are printed and/ or aired free-of-charge by member media organizations.

WFP has been engaged in school feeding for more than 40 years and is the world’s largest provider of school meals in developing countries. In poor countries, free, nutritious school meals attract children to school, as well as enhance their performance by allowing them to concentrate on their lessons. In 2006, WLP provided 20.2 million children with school meals in 71 countries and aims to reach 50 million children by the end 2008.

WFP is the world’s largest humanitarian agency: on average, each year, we give food 90 million poor people to meet their nutrional needs, including 58 million hungry children, in 80 of the world’s poorest countries.

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