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Campaign For Hungry Children Wins Formula One Spotlight

The Red Cup symbol of WFP's campaign to feed hungry school children around the world is winning wide visibility in the Formula 1 world thanks to a groundbreaking partnership with Saudi auto distribution company ALJ and Toyota.

ROME -- The partnership was unveiled by WFP Ambassador Against Hunger Maria Grazia Cucinotta at the Monaco Grand Prix on May 23. Read news release

Since the start of the 2009 Grand Prix season, WFP's Fill the Cup logo, featuring the distinctive red cup, has been prominently displayed on the nose fins of the cars driven by Toyota's Jarno Trulli and Timo Glock. 

It is the first time that a campaign promoted by a humanitarian organization has been promoted through sponsored advertising on Formula 1 cars. 

ALJ, a longstanding WFP supporter and a Toyota racing team sponsor, agreed to a special sponsorship deal in which it would pay to have Fill the Cup logos on the racing cars. 

59 million children

"ALJ is proud to help WFP raise vital funds for the Fill the Cup campaign through the sponsorship of the Panasonic Toyota Racing team during the 2009 F1 season," said ALJ’s Nihar Patel. 

Fill the Cup aims to raise awareness and funds to feed hungry children all around the world. There are an estimated 59 million children in the developing world who go to school on an empty stomach. Read more hunger stats

It is more difficult for children without adequate food to learn, which means they lack the same opportunity for personal development as those who are nourished. The result is continuing poverty for their family, community and country.

Attendance rates climb

WFP now provides meals to an average 20 million children in school in some 70 countries. These meals are a major incentive for poor families to send their children – particularly girls – to school. As a result, school enrolment and attendance rates are much higher in schools where meals are provided. View photo gallery on school feeding in Haiti

WFP calculates that US$3 billion is needed per year to reach all 59 million children. Just 20 Euro cents will fill a cup with porridge, rice or beans and give girls a monthly ration to take home. One Euro is enough to feed a child through school for one week.

Download the Fill the Cup fact sheet