United Nations World Food Programme Nordics Partners with Worth Your While in the Fight to End World Hunger

Apr. 28, 2026

The United Nations World Food Programme (WFP) Nordic Offices has partnered with Copenhagen based agency Worth Your While to help in their fight to end world hunger.

Worth Your While will collaborate with WFP to help raise awareness, engagement, and funding for the global fight against hunger by the use of creating bold ideas, cultural collaborations, and brand partnerships that move people from empathy to action.

The partnership will focus on engaging brands, creators, and companies across the Nordic region to take an active role in tackling hunger not with guilt, but with the power of great ideas.

Andreas Hansen, Director, WFP Nordic office commented:

"At the WFP Nordic Offices, our mission is to connect the world’s most urgent cause with the region’s most innovative minds, and partnering with Worth Your While helps us bring the fight against hunger into everyday culture - where awareness turns into action."

 

Morten Ingemann, CEO & Partner at Worth Your While added:

"The World Food Programme saves lives every day, but their mission deserves to live louder in people’s minds. We want to bring the same creative energy we use for brands to one of the most important causes on Earth. Because if we can make people care about beer and sport, we can damn well make them care about hunger."

 

Martin Ginsborg, Creative Director, Worth Your While said:

"This is an exciting project, and the first in a series of creative collaborations that will focus on engaging brands, creators, and companies across the region to take an active role in tackling hunger, not with guilt, but with the power of great ideas."

 

The partnership launches with its first campaign in May in connection with Aalborg Håndbold's 15th anniversary.