World Food Programme: Rice Fortification

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The Objective

The World Food Programme wanted to present an important message on the topic of micronutrient malnutrition and rice fortification, and the benefits this can bring, particularly to the developing world.

At the time of producing this video, only a fraction of the world’s rice was fortified with additional vitamins and minerals, which could seriously help combat diseases related to a malnourishment of essential nutrients.

As such, the World Food Programme wanted to produce a video that tells the story of food fortification across the last 100+ years, as well as presenting the largely untold story of rice fortification, and the positive impact this can have on the wider world.

Stock Footage and Animation

Our Approach

We met their brief by producing a 5 minute video that brought together a combination of assets; including interview footage from leading international development experts, stock footage captured globally across the last century and animation designed and executed by our creative team.

We approached this brief through a multi-faceted approach, as the animation could act as the backbone to the piece, directly guiding the narrative, while the interviews and stock imagery gave a true authenticity to the piece and also kept things varied for the viewer.

“I was most impressed with how flexible, accommodating, and absolutely professional the team was throughout the entire process. Vox Pops consistently met deadlines, and delivered a high quality video in time for the original video launch date. I really felt like the Vox Pops team went above and beyond to make sure we were happy with the final product.”

Jackson Mason Mackay, Communications Manager

If you would like more information about using video within your own recruitment strategy, please get in touch with us.

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