ITV, World Rugby and World Food Programme tackle hunger together

Tackling Hunger Together

Rugby World Cup appeal raises more than £1 million for the World Food Programme

In the autumn of 2015, we were proud to bring one of the greatest sporting events, Rugby World Cup 2015, to viewers’ screens.

Rugby World Cup 2015 saw the highest attendance in the tournament’s history, with more than 2.4 million fans pitch-side across 48 games and a global TV audience reach of more than four billion viewers.  The scale and popularity of the Rugby World Cup offered an opportunity to use our reach to engage, inspire and empower viewers to make a difference to a global issue.

We were delighted to partner with World Rugby and the World Food Programme to launch Tackle Hunger Together – an appeal that encouraged viewers and rugby fans to support the World Food Programme’s goal of Zero Hunger.  A series of appeal films fronted by some of the world’s best known Rugby players such as former England player Martin Bayfield, were shown both in stadia and on air, raising awareness of the work of the World Food Programme and encouraging fans to make a difference through donations.

The appeal was also supported across other ITV programmes which helped to spread the message to reach beyond the sporting audience of Rugby World Cup 2015.  Good Morning Britain’s Charlotte Hawkins travelled to Malawi for a week of live broadcasts to highlight both the plight of families affected by the country’s devastating drought, and also the positive impact that World Food Programme projects have on communities.

Recognising that hunger is an issue that also affects families in the UK, Good Morning Britain ran their “Phones for Food” initiative to raise funds for free school breakfast clubs across the country.

The Tackle Hunger Together appeal, combined with voluntary donations on tickets sales and funds raised by tournament sponsors, raised more than £1 million, which also included funds from the UK Government,Department for International Development to match public donations.  Funds raised will go to support World Food Programme’s school feeding projects and emergency food relief.

*Photo credit: WFP/rein skullerud