2015 Cannes film awardee underscores micronutrient deficiency

"THE films Unsung Heroes of Science" and "Hidden Hunger" have recently grabbed Silver awards at this year's Cannes Corporate Media & TV Awards.

Hidden Hunger was recognized in the Informational Films category. The film revolved around the serious global issue of micronutrient deficiency and the work that can be done to prevent it.

Unsung Heroes of Science, which highlights the importance of science in today’s society, won second place in the Corporate Films category. It acknowledges the efforts of scientists who dedicate their lives to developing new technologies to improve lives.

Royal DSM, a global science-based company active in health, nutrition, and materials, collaborated with creative agency 1Camera to produce The Unsung Heroes of Science. For Hidden Hunger, it worked with Media Facilities.

With these films, the company hopes to start a conversation with the general public, opinion leaders, governments, business, customers, and other stakeholders about the importance of science with societal purpose.

According to Global Brand, Digital and Communications director Jos van Haastrecht, “The short film ‘The Unsung Heroes of Science’ was produced as part of a campaign to champion the inspirational scientists whose work and dedication has a real, positive impact on our global society. Bright Science is the backbone of our company and we hope the film will spread the word that science can really make a difference, by helping tackle our global challenges and leading to the development of a healthier and more sustainable future.”

Micronutrient deficiency, a key issue that affects about one third of the world’s population and has a significant negative impact on health, development, and economic wellbeing, is at the core of the film "Hidden Hunger." The film hopes to raise awareness about this problem, which is mostly prevalent in developing countries and in diets consisting mainly of staples such as rice, bread, or corn.

With nutritional improvements seen by leading global economists as the best investment in global health and development, DSM has been active in finding solutions to hidden hunger. This is demonstrated in the company's widely used micronutrient powders, which are easy-to-use solutions that can be sprinkled over meals without altering the food’s color or taste. DSM can also fortify staples and processed food such as snacks and beverages. It can produce customized solutions for people with specific needs.

According to Anthony Hehir, director for Nutrition Improvement Program at DSM, “As part of the fight against hidden hunger, DSM’s Nutrition Improvement Program works to develop safe, affordable, and nutritious products of the highest quality, tailored to the needs of people in the developing world. Nutritional deficiencies start early, during the first 1,000 days of life - from the start of a mother’s pregnancy and the child’s second birthday. This film highlights the devastating impact hidden hunger can have in the long-term for both individuals and society, and how we can work to tackle this.”

A record number of 772 entries from different industries around the world participated in this year’s Cannes Corporate Media & TV Awards. The entries were reviewed by a jury comprising more than 60 members consisting of film experts and professionals in marketing and communication.

The awards were presented at the Awards Gala Dinner on October 15, 2015, at the Palm Beach Casino in Cannes, France.

Related report:

Nearly 25% of S. Korean adults are vitamin E deficient