Extending one of the main themes in The Hunger Games, the cast and producers of the Lionsgate movie have partnered with the United Nations World Food Programme and Feeding America on a new website and social media campaign to raise awareness and attract donations.

A short video spot featuring the movie’s stars Jennifer Lawrence, Josh Hutcherson and Liam Hemsworth has already hit the web (see below), and the movie’s Facebook site further encourages a viral spread for the campaign.

Donations can be made via the website or using SMS. There’s also a quiz on the topic of what Nancy Roman, WFP’s director of Communications, describes as the world’s greatest solvable problem, which awards prizes that include signed memorabilia from the movie.

In The Hunger Games movie, as in the books by Suzanne Collins upon which the movie is based, citizens must fight for survival in a world where food and resources are scarce.

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