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Take Action Now
Description
Take Action Now, a poignant film campaign created by Shackleton for Action Against Hunger and launched in Spain in October 2017, delivers a compelling public interest message addressing the critical issue of hunger exacerbated by ongoing wars. The campaign, titled Ponte Ya en Acción, highlights the alarming increase in global hunger linked directly to conflicts, emphasizing that more than half of the 815 million malnourished people worldwide—489 million—live in zones affected by active wars. By drawing attention to the undeniable connection between war and hunger, the campaign urges the audience not to overlook this devastating reality and calls for immediate engagement with the cause through a clear and urgent call to action: "Ponte ya en acción." Using powerful visuals and narrative, the single media asset reinforces the message that conflict is a root cause of hunger and that society cannot afford to remain passive in the face of such widespread suffering. The campaign strategically combines emotional appeal with stark facts to inspire viewers to participate actively in combating hunger, driving them to visit www.ponteyaenaccion.org for more information and ways to help. Despite modest engagement metrics with 4,433 views and 32 likes, the campaign’s strength lies in its focused message and its relevance to public interest, aiming to mobilize individuals and communities to take steps toward alleviating hunger caused by war. This initiative encapsulates the intersection of humanitarian advocacy and impactful storytelling, reflecting a strategic effort to increase awareness and prompt tangible action against one of the most pressing global crises.
Credits
Client
Action Against Hunger
Agency
Shackleton
Campaign Proposition
The "Take Action Now" campaign by Action Against Hunger, created by Shackleton in 2017 for the Spanish market, positions the brand as a critical voice linking conflict to global hunger crises. The core proposition emphasizes the undeniable connection between war and malnutrition, underscoring the humanitarian imperative that over half of the world’s undernourished population lives amid conflict zones. By presenting this stark reality, the campaign highlights the urgency for immediate public engagement and action, reinforcing the brand’s role as an advocate for addressing hunger exacerbated by war. Strategically, the campaign leverages a documentary/social experiment format to deliver a socially relevant and emotionally compelling narrative tailored to a public service audience. Its insight centers on raising awareness that hunger is not merely a distant or abstract issue but a direct consequence of ongoing wars affecting millions. Targeting viewers inclined toward social responsibility, the campaign employs factual data juxtaposed with the visceral impact of conflict to motivate empathy and prompt proactive involvement. The creative angle—a call to "Take Action Now"—is designed to overcome passive awareness, instead urging immediate, tangible engagement through the dedicated website. Despite modest digital traction, the campaign’s approach reflects a focused use of credible information and real-world context to foster an informed and responsive audience, thereby strengthening Action Against Hunger’s authority within the public interest sector.
Creative Device
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign centers on a pressing societal issue—global hunger exacerbated by war—making its focus the clear articulation of a collective problem. The documentary/social experiment genre, together with the campaign’s call-to-action (“Ponte ya en acción”), reveals a classic “show the problem, provide the solution” structure. The narrative foregrounds the dire statistics and causes (the problem), then explicitly invites viewers to take action—directly connecting the NGO (Action Against Hunger) and its mission as the solution for audiences to support. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
Médecins Sans Frontières (Doctors Without Borders) – Positioned as a frontline medical humanitarian organization, MSF differentiates itself through rapid emergency response worldwide, prioritizing direct medical aid in crisis zones. Its focus on neutrality and impartiality helps build trust, emphasizing lifesaving interventions beyond hunger through healthcare and epidemic control.
Save the Children – This NGO positions itself by focusing on child-centric humanitarian aid, combining immediate relief with long-term developmental programs targeting education, nutrition, and child protection. Their emphasis on sustainable impact for vulnerable children helps them stand out in public interest efforts against hunger and poverty.
Oxfam – Oxfam brands itself as a global movement against poverty and injustice, integrating hunger relief with broader socio-economic campaigns and advocacy. Their strategic angle involves empowering communities through development, humanitarian aid, and policy influence, merging grassroots work with global activism.
World Food Programme (WFP) – As the leading UN agency for hunger, WFP leverages its global scale and logistical expertise, delivering food assistance in emergencies and supporting food security initiatives. Their corporate positioning highlights efficiency, international partnerships, and a science-driven approach to ending hunger worldwide.
CARE International – CARE focuses on fighting global poverty and hunger through women empowerment and community resilience programs. Their market positioning revolves around gender-sensitive humanitarian aid, sustainable development, and emergency response, emphasizing building local capacities to break the cycle of hunger and poverty.
