FAO Goodwill Ambassadors Programme was launched in 1999 to broaden public understanding of hunger, malnutrition and the challenges facing global food systems. The initiative is run by the Food and Agriculture Organization, a specialized agency of the United Nations, and uses the public voices of well-known figures to highlight the agency’s goals and activities.
Purpose
The programme’s main aim is to increase awareness and support for policies and actions that improve food security and nutrition worldwide. Ambassadors help explain FAO priorities to diverse audiences, encourage public discussion, and draw attention to crises and long-term solutions in agriculture, fisheries, forestry and rural development.
Typical activities
- Participating in public events, media interviews and awareness campaigns;
- Visiting FAO projects and field operations to see and share first-hand accounts;
- Supporting advocacy for sustainable food systems, emergency response and better nutrition;
- Helping mobilize political commitment and partner engagement, including with civil society and the private sector.
Role and status
FAO Goodwill Ambassadors are honorary advocates rather than FAO staff. They use their visibility to amplify messages about hunger and sustainable development, while FAO provides technical information and logistical support for their public work. The appointments are intended to complement FAO’s professional outreach and communications, in the same spirit as goodwill programmes run by other UN agencies.
History and scope
Since its creation in 1999 the programme has worked with a variety of public figures from the arts, sports and other fields. Over time the role has evolved to place greater emphasis on long-term advocacy, linking celebrity engagement to ongoing campaigns for food security, resilience and improved nutrition.