The initiative is part of the company’s Start Something Priceless campaign launched on April 10th, which brought together Messi and Neymar Jr. to kick off the #TogetherWeAre10 social movement. #TogetherWeAre10 was designed to inspire Latin Americans to unite for a common cause: improving the lives of thousands of children suffering from hunger.
The goals scored by Messi and Neymar Jr. will now take on a new meaning. Over the next 21 months, each goal represents an opportunity to unleash the power of a meal. “Providing children in Latin America and around the world with access to a nutritious, daily meal ensures better cognitive and physical development,” said Miguel Barreto, regional director, World Food Programme LAC. “Children who aren’t hungry show enhanced performance and concentration at school, which helps them build a better future.”
Goals will be scored both on and off the field. “I’m proud to be a part of this campaign that will help change the lives of thousands of children in my country and other regions of the world. I hope this initiative gives as many smiles as possible to all the children.” Messi said.
“I’m happy I can help make sure that children in the region can have a plate of food and more hope. Latin Americans know we can do great things when we come together, and this is an example of that. Together we can fight hunger,” Neymar Jr. said.
Aside from tuning goals into meals, Mastercard is also encouraging everyone in the region to take part and Start Something Priceless. Each time the hashtag #TogetherWeAre10 is used across social media channels, Mastercard will donate the equivalent value of one meal to the WFP. It’s that simple: each use of #TogetherWeAre10 equals one meal.