UN Launches Innovation Campaign on World Food Day in Brazil

On World Food Day, the UN organized an event in Brasília, Brazil, featuring video screenings in the city center and on digital platforms. The campaign, themed “Innovate Today to Nourish Tomorrow,” turned CONIC, Brasília’s oldest commercial and cultural center, into a giant screen showing an institutional video that explains how innovation can make agri‑food systems sustainable, inclusive, and resilient. FAO representative Jorge Meza said innovation goes beyond technology, encompassing new ways to apply traditional knowledge, share experiences, connect different forms of knowledge, and build solutions tailored to local realities. To reach children, the UN partnered with Totoy Corp. to feature the cartoon character José Totoy, “the Big Eater,” who appears on buildings, street signs, and a YouTube series in Portuguese, Spanish, and English. The character has more than 50 million followers and 26 billion views worldwide. The cartoon will be available on Totoy’s channel and the digital platforms of the WFP, IFAD, and IICA, reaching about 190 countries in over 30 languages.