UNDP Goodwill Ambassador Drogba fights poverty in a new advertisement
Didier Drogba, United Nations Development Programme (UNDP) Goodwill Ambassador, is teaming up against poverty on a new UNDP advertisement to garner support for achieving the eight Millennium Development Goals (MDGs) in Africa. World-renowned photographer Rankin photographed the football star for this series of UNDP pro bono advertisements. The advertisement is part of a campaign that revolves around the concept of "Teaming Up Against Poverty" to achieve the MDGs. It features celebrities from the worlds of sports, arts, fashion or business portrayed by top professional photographers.
Adopted by 189 countries in 2000, the MDGs are clear, time-bound targets for achieving measurable improvements in the lives of the world’s poorest people. They aim at eradicating poverty, putting children in primary school, promoting women’s rights, fighting killer diseases, and providing access to safe drinking water. UNDP coordinates global and national efforts to reach these Goals.
The series of advertisements are being produced through the generous donations of their time by renowned photographers and celebrities. Hundreds of newspapers and magazines across the globe have published the earlier series of anti-poverty advertisements and have started publishing this new advertisement.
The new advertisement is linked to the celebration of the 2010 FIFA World Cup in South Africa, in light of the fact that it is the first time that Africa is hosting one of the greatest international sporting events. Football star Didier Drogba seeks to make public opinion aware of the potential that Africa has to reach the MDGs, without forgetting that several hundred millions of people still suffer from a dramatic humanitarian situation because of extreme poverty.
Despite the progress made, "we still have a long way to go. Half the people in sub-Saharan Africa are still living in extreme poverty,” declares the ad. “An African woman dies in childbirth every two minutes and more than 15percent of African children will not reach their 5th birthday.” Climate change also poses a particularly daunting challenge to many developing countries, especially the poorest. With the 2015 target date fast approaching, it is more important than ever to track the progress of the international community working together to fight poverty and achieve the MDGs.
Didier Drogba invites the general public to team up with him to participate in the efforts needed to reach the MDGs . The London-based agency Leagas Delaney has created the campaign and has produced the new advertisement pro bono.
Aziyadé Poltier-Mutal, e-mail: email@example.com, tel: + 41 22 917 83 68