Bread with bread is no longer food for fools, but food for many in the new Manos Unidas campaign. The NGO has reinvented some of the popular sayings related to food to raise awareness in society about the permanent problem of hunger at an international level.

Developed in collaboration with the Barcelona agency Miller O’Connor, “Sayings against hunger” has been launched to coincide with World Food Day and seeks, as the organization points out, “put hunger on everyone’s lips“The campaign combines the culinary universe with popular culture, creativity, and design.

And to get its message across, Manos Unidas has collaborated with chef Pepe Rodríguez, who stars in the main audiovisual piece of the campaign. The video, filmed in the chef’s kitchen, explains the entire process of creating proverbs against hunger through a culinary metaphor, whose ingredients are, among other things, data and commitment.

In addition, Manos Unidas has also collaborated with the illustrators 72kilos, Javirroyo, Caos Ilustrado, Dominga Habla Sola and Agustina Guerrero. They have created different graphics that reinvent and version proverbs to raise awareness about hunger. These not only raise awareness about the problem, but also invite us to reflect on its structural causes and the consequences it causes. Thus, the illustrations not only point out the lack of food, but also address issues such as war, inequality, injustice, migration or health.

In this way, “bread with bread, food for fools” is “bread with bread, food for many,” while “where one eats, two eat,” is now “where one eats, two or three or four or five or six eat.” And “when you are a father, you will eat eggs,” becomes “when you are a father, you will not eat eggs either.”

As the agency points out in a statement, the creative concept of the campaign is based on the very idea of ​​food sayings, since they are expressions that are part of everyday language, although many of them ignore or trivialize what for millions of people in the world is an inaccessible privilege.

Manos Unidas and the illustrators have shared the pieces on their social profiles. In addition, the campaign can also be seen in online formats and on outdoor advertising media on the streets of Madrid.