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Leading advertisers being convinced to help the poor
DUBAI — The One Less Entry Movement, a non-profit organisation working in the advertising industry, yesterday launched a new initiative aimed at persuading leading advertisers competing at this year’s Lions International Advertising Festival to donate the equivalent of a single entry fee to the world’s hungry poor.
Every year, more than 18,000 ads are entered in the lions festival, leaving a large amount of paid entries unrewarded. The average amount paid for each entry is the same as the sum needed by the United Nations World Food Programme (WFP) to feed 10 malnourished children for one year.
The One Less Entry Movement is appealing to every advertising agency and production house participating the lions festival to withhold one entry from next year’s festival and donate the equivalent sum to WFP.
If this initiative succeeds, it will help ease suffering and save lives among 10,000 hungry children.
The withheld entries will be shown on the One Less Entry Movement’s web site (www.onelessentry.org) and will compete for the One Less Trophy, the honorary prize of the One Less Entry Festival, which will be held online next year and judged by prominent advertising personalities.
WFP is the world’s largest humanitarian organisation. Each year, the agency provides food aid to an average of 90 million people, including 56 million hungry children, in more than 80 countries (www.wfp.org).
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