John Harrington
Jun 5, 2018

'The hunger games': Mastercard under fire for 'goals for meals' campaign

Is a campaign that promises to donate 10,000 meals to children each time Messi or Neymar Jr scores "gamifying starvation"?

'The hunger games': Mastercard under fire for 'goals for meals' campaign

Mastercard has been criticised for "gamifying starvation" with a campaign that promises to donate 10,000 meals to children in Latin America and the Caribbean each time Lionel Messi or Neymar Jr scores until 2020.

Mastercard is publicising the campaign, which supports the World Food Programme, on its Twitter account for the Latin America and Caribbean regions.

It comes less than two weeks before the start of the World Cup, although the campaign does not reference the tournament as Mastercard is not a sponsor. However, the brand is a long-time sponsor of the Uefa Champions League.

Journalists and broadcasters are among those who have criticised the campaign as being in poor taste.

The Times chief football writer Henry Winter accused Mastercard of "turning the World Cup into the hunger games".

Brazilian coach Tite expressed misgivings about the campaign when asked about it at a press conference on 2 June.

"Mastercard, I will tell you something. This donation is very beautiful. It is beautiful and great. And it will still be if you give meals if every Argentina and Brazil player scores," Tite is widely quoted as saying.

"Here we work as a team, and with all these values it can be a little frustrating."

Mastercard told Campaign's sister title PRWeek: "The campaign is running in Latin America, not here in the UK or Europe. This campaign is a small part of our overall global commitment to deliver 100 million meals to those in need of food assistance.

"Mastercard is a firm supporter of the great work done by WFP and over the last five years we have driven a multi-million dollar investment in the agency’s life-saving work. We are proud to be the single largest private sector supporter of this agency. And we have the opportunity to use our brand and our brand ambassadors to raise awareness of this important cause."

A version of this article was first published by PRWeek.


Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.