Today, clothing, footwear and accessories brands are expected to contribute not only to the development of fashion culture, but also to making the world a better place through supporting eco-focused and philanthropic projects. Michael Kors is joining this movement (H&M, Ralph Lauren, and many more) by launching a multi-year long-term partnership with the United Nations World Food Programme (WFP), aiming to fight hunger in the world. This partnership come as a follow-up to previous local initiatives by the brand, aimed at eradicating the hunger issue.

As part of the exclusive partnership with the WFP, which has been providing support to people in need (particularly mothers and children) across over 70 countries for 50 years, the fashion giant will raise awareness about the cause as well as will be donating funds to help eliminate the hunger in the poorest countries in the world and put an end to a sad statistics, which says that 1 in every 8 people goes to bed hungry each night. Michael Kors is planning to launch a bunch of campaigns, which will be dedicated to the issue, as well as produce special limited edition lines to raise money for the WFP’ initiatives.

The first campaign launches as part of the new partnership titled “Watch Hunger Stop.” It includes a video announcement in several languages which features celebrity faces (Michael Kors himself, Bette Midler, Seth Myers, Olivia Munn, Patti Hansen and Karolína Kurková), encouraging the audience to join in and help alleviate the “the world’s most solvable problem” by texting “MKHUNGER” to 50555 to donate $5.00 to the United Nations World Food Programme (works only within the U.S.).

The campaign will be continued in March with the release of two unisex watch styles for raising funds—for each timepiece sold, the brand will donate money to feed 100 children as part of the WFP’s initiative.