LG Electronics Utilizes Video Screens to Combat Global Hunger on World Food Day

LG Electronics Illuminates Global Hunger Crisis with High-impact Campaign

New York, NY – October 17, 2025 – LG Electronics is intensifying its efforts to combat global hunger, initiating a powerful public awareness campaign alongside continued meal support programs across the globe.The company’s initiative, launched in conjunction with World Food Day, aims to spotlight food insecurity and inspire action.

Visual Campaign Launched in Major Global Cities

A compelling video produced by the United Nations Food and Agriculture Organization (UNFAO) is currently being displayed on electronic billboards in Times Square, New York City, and Piccadilly Square, London. The visuals, running from October 14th to the 24th, feature diverse individuals united by the sharing of food, promoting the message of ‘Hand in Hand for Better Foods and a Better Future.’ This strategic placement ensures a wide reach to millions of people.

‘LG Hope Screen’ – A Fifteen-Year Commitment to public Service

This campaign forms part of LG Electronics’ broader ‘LG Hope Screen’ program, a global social contribution initiative dating back to 2011. For fifteen years, the company has dedicated its prominent billboard spaces in New York and London to showcase impactful videos from international organizations and Non-Governmental Organizations (NGOs). These videos address critical issues such as environmental protection,disaster relief efforts,and critically important United Nations initiatives. To date, this program has accumulated over 350 hours of public service messaging.

Expanding Meal Support to Vulnerable populations

Beyond awareness campaigns, LG Electronics is actively providing tangible assistance through ongoing meal support initiatives. In Taiwan,the company has consistently delivered nutritious lunch boxes to approximately 4,000 children in rural communities for the past 13 years. Moreover, the ‘Life’s good Nutritious Meal’ campaign in india provides vital breakfast and lunch to around 60,000 public school students. Similar food donation programs are also underway in Indonesia, Algeria, and Iraq.

Internal Efforts Drive Global Impact

LG Electronics is fostering a culture of giving internally. In South Korea, employees participate in a ‘donation menu’ system where opting for simpler cafeteria meals results in a 500 won (approximately $0.40 USD) donation per person. Since its inception in 2011, this initiative has amassed over 280 million won (roughly $215,000 USD) in contributions, directly supporting volunteer work and aid for vulnerable populations.

According to the World Food Programme, as of late 2024, approximately 828 million people worldwide face hunger. World Food programme

Region	Program	Beneficiaries	Duration
Taiwan	Nutritious Lunch Boxes	~4,000 Children	13 Years
India	Life’s Good Nutritious Meal	~60,000 Students	Ongoing
South Korea	Donation Menu	700,000+ Participants	Since 2011

Daesik Yoon, Executive Director of External Cooperation at LG Electronics, affirmed the company’s dedication to amplifying important social messages on a global scale, aligning with their overall ESG (Environmental, Social, and Governance) vision – “Better Life for All.”

The Growing Importance of Corporate Social Obligation

Corporate Social Responsibility (CSR) has evolved from a peripheral consideration to a core business imperative. consumers increasingly favor brands demonstrating a commitment to social and environmental causes.A 2024 study by cone Communications revealed that 86% of consumers consider a company’s social and environmental impact when making purchasing decisions.

Did You Know? Studies have shown that companies with strong ESG practices often experience increased investor confidence and long-term financial performance.

Pro Tip: Look for companies that transparently report on their ESG metrics and actively engage with stakeholders.

Frequently Asked Questions About LG’s Hunger Relief Efforts

• What is the primary goal of LG’s campaign against hunger? To raise global awareness of food insecurity and inspire action to address it.
• How long has the ‘LG Hope Screen’ program been running? Since 2011, providing 15 years of public service messaging.
• What regions benefit from LG’s meal support programs? Taiwan, India, Indonesia, Algeria, Iraq, and South Korea.
• How does the ‘donation menu’ system work in South Korea? Employees contribute by choosing simpler cafeteria options, with the savings donated to charitable causes.
• What is LG’s overall ESG vision? “Better Life for All,” reflecting a commitment to environmental sustainability, social responsibility, and good governance.
• What role does UNFAO play in this initiative? UNFAO produced the campaign video being displayed on billboards in New York and London.
• How many hours of public service messaging has LG provided through ‘LG Hope Screen’? Over 350 hours to date.

What are your thoughts on the role of companies in addressing global issues like hunger? Share your opinions and help us continue the conversation in the comments below!

How does LG’s World Food Day campaign exemplify purpose-driven advertising and why is this approach resonating with consumers?

Leveraging Digital Signage for a Critical Cause

On World Food day, October 16th, LG Electronics demonstrated a powerful commitment to social responsibility by utilizing its expansive network of digital signage – including its leading OLED and LED video wall technology – to raise awareness and funds for global hunger relief. This initiative, a collaboration with the World Food Program (WFP), highlights a unique request of advertising space beyond commercial messaging. The campaign focused on amplifying the WFP’s mission to achieve Zero Hunger by 2030.

The scope of the Campaign: A Global Network in Action

LG’s contribution wasn’t limited to a single location. The company activated displays in prominent public spaces across key global cities, including:

* New York City’s Times Square: A high-impact location reaching millions daily.

* London’s Piccadilly Circus: Another iconic advertising hub with massive foot traffic.

* Seoul’s COEX Mall: A major shopping and entertainment complex in South Korea.

* Milan’s Galleria Vittorio Emanuele II: A historic and heavily visited shopping arcade.

these locations showcased compelling video content created by the WFP,detailing the realities of food insecurity and the organization’s work in providing vital assistance. The displays also included QR codes and links directing viewers to donation pages, facilitating immediate action. This strategic use of digital out-of-home (DOOH) advertising proved highly effective.

How LG’s Technology Enhanced the Message

LG’s advanced display technology played a crucial role in maximizing the campaign’s impact.

* OLED Displays: Known for their perfect blacks and vibrant colors, OLED screens delivered emotionally resonant visuals, capturing attention and conveying the urgency of the issue.

* LED Video Walls: Offering exceptional brightness and scalability, LED walls ensured visibility even in radiant outdoor environments, reaching a wider audience.

* WebOS Platform: LG’s webOS platform facilitated seamless content management and scheduling,ensuring consistent messaging across all participating locations.

* High Resolution: The high resolution of LG’s displays allowed for detailed imagery and impactful storytelling, enhancing viewer engagement.

This wasn’t simply about showing a message; it was about experiencing it through cutting-edge visual technology. The use of large format displays was key.

The World Food Programme’s Viewpoint: Amplifying Reach

The WFP, the 2020 Nobel Peace Prize laureate, relies heavily on public awareness and donations to fund its operations. Partnering with LG provided an unprecedented chance to reach a global audience with its message. According to WFP representatives,the campaign significantly increased website traffic and online donations during the World Food Day period. The initiative aligns with the WFP’s broader strategy of leveraging innovative partnerships to address food security challenges.

Beyond awareness: driving Donations and Action

The campaign’s success wasn’t solely measured by impressions. LG and the WFP focused on driving tangible results:

1. Direct Donations: QR codes and website links on the displays led directly to the WFP’s donation platform.
2. Social Media engagement: The campaign encouraged viewers to share the message on social media using dedicated hashtags, expanding its reach organically.
3. increased Website Traffic: The WFP reported a substantial increase in traffic to its website, indicating heightened public interest.
4. Corporate Social Responsibility (CSR): The initiative reinforced LG’s commitment to CSR and its role as a responsible global citizen.

The Rise of Purpose-Driven Advertising

LG’s World Food Day campaign exemplifies a growing trend in the advertising industry: purpose-driven advertising. Consumers are increasingly drawn to brands that demonstrate a commitment to social and environmental causes. By utilizing its advertising assets for a charitable purpose, LG not only raised awareness about global hunger but also strengthened its brand reputation and fostered customer loyalty. This approach resonates especially well with Millennial and Gen Z consumers, who prioritize ethical and sustainable brands.

Future Implications: Expanding the Model

The success of this initiative suggests a potential model for future collaborations between technology companies and humanitarian organizations. Utilizing digital signage for social good offers a powerful and scalable way to raise awareness, drive donations, and inspire action on critical global issues. LG is actively exploring opportunities to expand this model, potentially incorporating othre social causes and leveraging its broader technology portfolio – including its growing presence in smart home technology – to create even more impactful campaigns. The integration of AI-powered analytics could further optimize campaign performance and target messaging more effectively.