Fighting hunger with strength

 
Lesch+Frei aid organization shows Swissaid that hunger is not simply fate. 
 In its current 2008 campaign, Swissaid, which has been operating for 60 years, is focusing its information and fund-raising activities on the potato under the motto "Hunger is not destiny". The potato is indeed a great tuber for development aid, as there is an ideal potato for every soil and every climate among the more than 5000 known varieties.
Lesch+Frei in Zurich, with its CD Thomas Lüber, is bringing this natural treasure to the attention of potential donors for Swissaid in two different ways: a direct mail and a leaflet provide graphically appealing information about the many ways in which potatoes can be harvested. A poster presents over 200 potato varieties with names and pictures.
In a parallel TV commercial, the agency shows in an equally striking way that people in the developing world can help themselves in the fight against hunger thanks to potato cultivation: Children chase away the Grim Reaper, who is already waiting for them, thanks to targeted potato throwing. The commercial, directed by Rico Crivelli, is now on-air on SRG stations, on TNC and TRC as well as in a silent film version on the eBoards. The mailing and flyer have been in mailboxes since mid-February.
 
Andreas Panzeri