Campaign image (WFP)
The United Nations World Food Programme (WFP) wants your Likes.
The organization launched a new campaign recently to encourage people to "Like" their Facebook page.
For each Like the page gets, an organization called Royal DSM "will provide a nutritious meal full of vitamins & minerals to a child in need," according to the campaign.
In an op-ed about the campaign, Justin Smith, the Social Media Editor for the WFP asks "why should the UN's frontline organization care about how many fans it has on Facebook?"
His answer: "While close to a billion people will go to bed hungry tonight, a billion more will login to Facebook to catch up with their friends, play games and find out what's going on in the world."
He wants more of those Facebook users to get the message that they can help fight hunger, and that, he says, "it's easy."
By Liking the WFP page, the organization hopes the message will reach people's "friends and family and co-workers."
The new program is partly a response to some recent campaigns that have questioned the value of social media in advocacy work.
Earlier this year, UNICEF in Sweden launched an online ad campaign that claimed "Likes don't save lives."
The idea behind that initiative was that online activism and "liking" a page on Facebook, while a nice way of supporting a cause, doesn't actually save a life or feed anybody.
George is the WFP's first Canadian ambassador against hunger. As part of his work, we have red cups on our set that George and the guests drink from.
WFP uses those red cups (along with other colours) in its School Feeding programs to serve millions of children porridge and other meals.
Read more about the red cups right here.