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World Food Program USA and United Nations World Food Programme mobilize outpouring of American support for South Sudan hunger crisis, raising more than $4.7M for WFP emergency response
World Food Program USA
About This Project
Summary
In April 2023, South Sudan experienced extreme flooding that pushed 1M+ people into severe hunger. World News Tonight (WNT)’s David Muir traveled there with the U.N. World Food Programme (WFP) to report on the crisis. World Food Program USA (WFP USA) leveraged the segments—which aired on GMA, WNT, Nightline—to fundraise for WFP’s South Sudan hunger-relief operations. Deploying custom assets (digital ads, social, web, SEO, email), we primed and sustained donor engagement (including major donors).
Goals & Objectives
World Food Program USA’s goals were to elevate American public awareness of the South Sudan hunger crisis through World News Tonight’s news segment and leverage that new awareness and empathy from viewers to fundraise for WFP’s emergency response efforts in South Sudan.
Results & Impact
Following WNT’s 4/19 segment, viewers donated $2.2 M in 24 hours. On 4/20, Muir thanked viewers on-air for their support, triggering more donations. WNT’s 4 segments on South Sudan reached a total viewership of 33M. Leveraging this awareness spike, WFP USA raised more than $4.7M in 7 days.
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