Silence Fuels Hunger, Noise Ignites Change

World Food Program USA's Fill the Silence campaign defies convention to mobilize the next generation of hunger-relief activists

Amid spiraling global hunger, new marketing campaign flips the hunger narrative to showcase the personal potential unlocked by food

WASHINGTON, July 14, 2025 /PRNewswire/ -- Conflict, hunger and human suffering have become so pervasive that Americans are numb to the numbers, images and headlines. Ironically, hunger persists despite the fact that this Earth produces enough food for everyone. While food is not in short supply, what's fundamentally lacking is the collective will, safe humanitarian access, funding, and the noise needed to incite change.

Today, World Food Program USA is cranking up the volume and challenging Gen Z to do the same by launching the Fill the Silence campaign. This national marketing campaign aims to shift the predominant hunger narrative by showcasing how food fuels futures through vibrant, custom artwork of those supported by the World Food Programme (WFP). Working to mobilize the next generation of hunger-relief advocates, World Food Program USA aims to capture national attention and raise critical funds through this campaign to support the children and families facing hunger around the world. The campaign's signature video underscores Fill the Silence's ethos and call-to-action, set against Abel "The Weeknd" Tesfaye's song, "Give Me Mercy," which he generously licensed to World Food Program USA.

"Dire photos and desperate pleas — nothing seems to shock or move us anymore. The world's hunger crisis is blurred in our minds and getting tuned out," said Brandon Rochon, award-winning advertising executive and World Food Program USA Board Member. "Fill the Silence will disrupt conventions and use art to forge connection and inspire action. It celebrates the inherent power, resilience and unlimited potential of the children, mothers, fathers and grandparents facing hunger. Without food, they are starved of potential. Access to food can dramatically change the trajectory of their lives, propelling them to fulfill dreams, transitioning off food assistance to become entrepreneurs, doctors, teachers and scientists — building a better world for us all."

Every day, more than 343 million people — about the same as the U.S. population — survive life-threatening levels of hunger through their own skill and determination. Millions rely on food from WFP to survive. Now, massive funding shortfalls are pushing them to the brink of starvation. Budget cuts have forced WFP to reduce rations, scale back and in some cases halt operations. The American public and private sector's financial support are more essential than ever before to help fill the gap and save lives.

A series of artwork by acclaimed artists Brandon Breaux and Indie184 anchors the campaign by shining a light on eight distinct stories of people facing extreme hunger across the globe. While supported by WFP's lifesaving programs, these individuals are the protagonists of their own stories. They are more than the circumstances into which they were born. Access to food is the catalyst that enables them to improve their lives with courage, determination and hope.

"The stakes couldn't be higher. Global hunger is at an all-time high, while humanitarian funding is shrinking," said Jessamyn Sarmiento, World Food Program USA Chief Marketing Officer. "Fill the Silence is more than a marketing campaign; it's a mindset shift. We want to reframe how Americans perceive the problem, the people and the solution to global hunger. It taps into the zeitgeist of a generation that knows we're all born with greatness inside. The American public, and especially Gen Z, knows how to be loud and effective — and we need all your voices and passion right now to literally 'fill the silence' during this global crisis."

World Food Program USA will deploy the campaign through a robust marketing mix including a national TV PSA, social media, advertising and events. It will also enlist the support of Gen Z content creators and celebrity partners to amplify the campaign across their platforms. Young adults ready to step up are encouraged to join the Zero Hunger Generation, a new World Food Program USA program for grassroots advocates that will fill the silence and help create a hunger-free world.

To learn more about Fill the Silence, visit: wfpusa.org/fillthesilence.

About World Food Program USA
World Food Program USA, a 501(c)(3) organization based in Washington, D.C., proudly supports the mission of the World Food Programme by mobilizing American policymakers, businesses and individuals to advance the global movement to end hunger. To support or learn more about World Food Program USA's mission, please visit www.wfpusa.org.

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SOURCE World Food Program USA