The best of non-profit advertising and marketing for social causes

Thank peanuts! – Danke den Erdnüssen!

Thank peanuts! – Danke den Erdnüssen!

Thank peanuts! - Danke den Erdnüssen!

In slang “It’s peanuts to me.” always meant that “It’s not important,” but this campaign made by german agency Jung von Matt for UNICEF tells us that a small peanut can do very much against hunger in the world.
Small, silvery packets of peanut paste have revolutionized the treatment of life-threatening malnourished children. The patented product is a success story and UNICEF is the main supplier of the highly effective feed supplement packed with important nutrients for emaciated girls and boys worldwide.

“Thank you!”
“Oh, you’re welcome, but do not thank me! I’m just a drink. Long matured and woody. Thank the peanuts!”
“To thank the peanuts, that does make no sense!”
“Absurd, of course it makes sense! They save the world”
“You thought that we only exist to make people thirsty in the bars? we save children’s lives”
Peanut paste can save lives – you can too.
UNICEF, together for children

The campaign is a surprise. It’s first campaign with such a theme that takes place in a bar. It could easily pass as great innuendo on first-world-problem-viral serial. At first I thought that the main character, the Businessman, had a few drinks too much. After an exhausting meeting, a ambitious and successful Adman ends in the hotel bar … and talks to a half full glass and handful of peanuts. Could be Don Draper.

And now a few words about the Peanut paste, the Lifesaver that costs.

“We are always very concerned when there is a monopoly on technologies that save lives,” said Robert Fox, executive director of Oxfam Canada. The palm-sized silver packet of peanut goo has become, for some, a symbol. “It’s a problem,” said Stephane Doyon, nutrition team leader at Doctors Without Borders in France. Doyon said the patent could prevent innovation because Nutriset ultimately owns the rights. “At the end of the day, your work is patented and serves the interest of a company.” Source: The Star

Plumpy’nut invented by a crusading French paediatrician, includes skimmed milk powder, sugar, vegetable fat and vitamins and minerals and it doesn’t require cooking or refrigeration.

Thank peanuts! - Danke den Erdnüssen!

Nutriset holds the Patent for the production of nut-based, nutritional foods as pastes, which they have defended to prevent non-licensees in developed countries from producing any similar products.Some seek invalidation of Nutriset’s patent. In 2010, two non-profit organizations based in the US, a country with a large number of peanut producers, sued the French company in an attempt to remove Plumpy’nut patent protections. Others have criticized Nutriset’s licensing regime. Médecins Sans Frontières (Doctors Without Borders) wrote an open letter to Nutriset in November 2009 “calling for the establishment of a more flexible licensing policy”. Nutriset has responded to the criticism; in many African countries, companies and NGOs are free to make the patented paste and need not pay any license fees. Source: wikipedia

Now, the product is patented in 38 countries across the world. And despite patent battles – two American NGOs unsuccessfully fought for the right to overturn the company’s patent in 2010, arguing that it hindered them from making a similar and cheaper paste – the supply is increasing…
Ismael Barmou, 32, is the deputy executive director of the only Plumpy’Nut factory in Niger, which opened three years ago. It is estimated that this year, the factory, which employs more than 90 people, will produce enough paste to treat 300,000 cases of severe acute malnutrition. Mr Barmou said that having a locally made product is essential to combating malnutrition.
“If you import peanut paste to Niger, it takes about three months to reach us. We look at the projections of what is needed for children, and we work to that,” he said. “This peanut paste is incredible. It can turn the balance from a negative curve to the kid being back almost to normal; that is amazing.”
For Meera Shekar, the World Bank’s lead health specialist for Africa, the paste could very well be a “home-grown solution” to severe acute malnutrition, so long as local ownership and production increases and the advantages of economies of scale are seized. It currently costs around $50 (£30) to treat a child for up to two months. If the price is lowered, Ms Shekar believes it could be used as a “preventative” as well as a cure.
Source: The Independent

The power of the peanut is pretty amazing. Free the Plumpy’nut Patent! Feed the world!

Advertiser:
UNICEF Deutschland
Agency:
Jung von Matt / Spree
Additional credits:
Pro bono Produktion von Jung von Matt/Spree für UNICEF Deutschland
Darsteller: Max Hopp und Renzo Lucchi
Sprechern und Sprecherinnen: Nina Hagen, Leonhard Boden, Karsten Troyke und Lutz Riedel

Jung von Matt/Spree
Till Eckel, GF Kreation
Philip Bolland, CD Text
Javier Suarez-Argueta, CD Art
Lennart Frank, Text
Christian Kies, Art Director
Alexandra Coenen, Project Manager
Stephanie Zink, Projektleiterin
Matthias van de Sand, FFF

STINK GmbH, Produktion
Clemens Purner, Regie
Nils Schwemer, Executive Producer
Swantje Rummel, Producer
Matthias Helldoppler, D.o.P

SCHNITTBAR, Toni Froschhammer, Editor

Arri Film & TV Services Berlin GmbH, Postproduktion
Andrea Kürschner, Producer
Sebastian Mietzner, Online
Nico Hauter, Grading

Studio Funk GmbH & Co. KG, Tonstudio
Uta Wittchen, Studio Manager
Nima Gholiagha, Studio Manager/Sound Engineer
Oliver Klaas, Casting Supervisor

Universal Music Publishing, Musik

Location: VICTORIA BAR BERLIN, Kerstin Ehmer

FGV Schmiedle GmbH, Armin Steinborn, Boris Borynsky
KORTWICH — FILM — TON — TECHNIK, Andrea Ritter, Dana Kurenz
THE UNIT GmbH, Hendrik Müller
GERWIN CATERING, Gerwin Puckmeister
WINTERGARTEN Berlin, Julia Wollschläger
Eva Vollmar, Casting

Kulle Kulhawy, Regieassistent
Hendrik Schäfer, Prod.koordinator
Nikolas Dost, Produktionsassistent
Marco Buch, Aufnahmeleiter
Oliver Moron, Schärfenassistent
Rüdiger Schwarz, Videooperator
Martin Hofmann, DIT
Jaime Guijarro, Tonmeister
Florian Kronenberger, Oberbeleuchter
Jan Hagen, Grip
Josche Allwardt, Art Director
Caro Kiehl-Grimm, Stylistin
Pia Stroehler, Styling Asst.
Arabel Decker, Make-Up
Johannes Völker, Set-Stimmenimitation
Silvina Buchbauer, Schauspielcoach
Dirk Wagner, Fahrer

Belonging to the first generation of true Europeans, with roots almost covering the continent, I spread my life between Germany and Serbia. Read more
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