World Food Day, celebrated on 16 October, brings something new this year: the children’s character José Totoy, known as ‘Comilão’, as the campaign’s spokesperson in Brazil.
With the slogan ‘Innovate today to nourish tomorrow’, the campaign is an initiative of the United Nations agencies working to combat hunger in Brazil: the Food and Agriculture Organisation of the United Nations (FAO), the World Food Programme (WFP), the International Fund for Agricultural Development (IFAD) and the Inter-American Institute for Cooperation on Agriculture (IICA).
For the first time, children are at the heart of the initiative. This year, it is the character José Totoy, “the Big Eater”, who will convey the message about the challenges of hunger and poor nutrition, and the importance of innovation in making agri-food systems more sustainable, inclusive and resilient.
Using simple, accessible and playful language, the aim is to raise awareness amongst children – who are the future of the planet – and their families.
Totoy
Totoy Corp, the company that created the character, in collaboration with the UN agencies in Brazil, has produced a special episode dedicated to World Food Day 2026. The content will be released on the 16th simultaneously on Totoy’s YouTube channel and across all the digital platforms of the agencies involved.
In addition, José Totoy will feature on posters displayed on street furniture in a number of cities across the country, promoting the campaign.
José Totoy was chosen as the symbol of DMA 2026 because he embodies values that are directly aligned with the campaign’s theme. The character grows his own food and places healthy eating, friendship, curiosity and nature at the heart of his stories. Through everyday experiences, José discovers that the best way to learn is through trial and exploration.
An international phenomenon amongst children in 190 countries, with content available in over 30 languages on streaming platforms and YouTube, the character has already racked up 26 billion views and has over 50 million followers across his global network of channels.
For this reason, the partnership with the FAO, which is leading the campaign internationally, has extended beyond national borders: the animated episode dedicated to World Food Day 2026 will have versions in English and Spanish, which will be shared on social media and via YouTube in around 190 countries.
Food Hero
The FAO has named the character a “Food Hero” and an “FAO Champion”, thereby earning him a page with his biography in English, Portuguese and Spanish on the organisation’s regional and global websites. The “Food Heroes” designated by the FAO are influential leaders who support and strengthen their communities through concrete actions relating to food, generating positive impacts in the face of global challenges.
Introducing a cartoon character is an innovative move within the organisation, as is awarding the title of “FAO Champion”, which is granted following an assessment of integrity, reputation and public reach to formalise the partnership. Those appointed are generally experts, chefs, athletes, influencers, artists or recognised leaders in related fields.
“This partnership is an opportunity to engage children and families with issues relating to food, nutrition and sustainable development. Children are particularly receptive to learning and developing values, and they will be the future decision-makers who shape our agri-food systems and the planet,” says Jorge Meza, FAO Representative in Brazil.
Meza adds that the theme of innovation – the central message of the World Food Day 2026 campaign slogan – must be understood in a broad sense. “Innovation is not just about investing in cutting-edge technology. It also means finding new ways to apply traditional knowledge, sharing experiences, connecting different forms of knowledge and developing solutions tailored to local realities. Innovation must serve people and help transform agri-food systems.”
“On this World Food Day, we are invited to reflect on how today’s choices and actions shape the future of food. With the help of José Comilão, we want to inspire children, young people and families to adopt more mindful eating habits and to become key players in a future free from hunger,” says Daniel Balaban, director of the WFP Centre of Excellence against Hunger in Brazil.
“Innovating today also means thinking about the conditions we want to create for tomorrow’s food supply. This involves valuing the knowledge of rural communities, expanding access to new technologies and creating opportunities – especially for rural young people – so that they can stay in their communities, set up businesses and actively contribute to the transformation of food systems,” said Arnoud Hameleers, Director of IFAD in Brazil.
“Knowing where food comes from is an important step towards valuing those who produce it and understanding the relationship between agriculture, nature and health. By conveying this message to children through José Totoy, the campaign brings the countryside closer to families’ everyday lives and encourages care for food and the environment. “For IICA, innovation also means creating ways to share knowledge and strengthen an agricultural sector capable of nourishing future generations,” explains Gabriel Delgado, IICA’s representative in Brazil.
“Seeing José Totoy, a character we created with such care and attention, take part in a project of global significance like this brings us great joy. This partnership recognises the care we put into our stories and allows us to help ensure that nutrition is a topic that features in children’s lives from an early age. For us, it is a real pleasure to be part of this campaign with a Brazilian cartoon,” emphasises André Vaz, co-founder of Totoy Corp.
Children’s and young people’s campaign
The DMA features other educational initiatives aimed at engaging children and young people. This year, the FAO produced a Portuguese-language version of a children’s animated film. A Portuguese-language version of an Activity Book was also distributed to help educators and parents guide children and young people in exploring innovations in agri-food systems and global challenges through stories and real-life FAO projects.
And until 6 November, children and young people aged between 5 and 19 can take part in the Poster Competition on the theme ‘Innovate today to nourish tomorrow’.
Urban projection
Anyone passing through the Plano Piloto district in Brasília at 6.00 pm on 16 October will be able to watch the World Food Day 2026 promotional video displayed on street furniture and the giant LED screens on the façade of CONIC, a commercial and cultural centre located in the Setor de Diversões Sul.
The billboards are visible from the Esplanada dos Ministérios, in the centre of the federal capital, one of the busiest areas in the Federal District. This initiative by the UN agencies is made possible thanks to a partnership with Mosaico/weOOH and Visualplac, which are making their advertising space available free of charge for the campaign as a public service contribution to these awareness-raising efforts.
INFORMATION
Where to watch the José Totoy animation in Portuguese:
YouTube: https://www.youtube.com/@Jos%C3%A9TotoyPortugu%C3%AAs
https://www.youtube.com/@IICABrasilinforma
https://www.youtube.com/@wfpbrasil
Instagram: @totoykids_brasil @onubrasil @iica_brasil @wfpbrasil
Facebook: @totoykids_brasil @onubrasil @iicabrasil @wfpbrasil
TikTok: @jose_official__ (two underscores) @onubrasil @iicabrasil
X (formerly Twitter): @FAOBrasil @iicabrasil @wfpbrasil
Where to watch the José Totoy animation in English:
YouTube: https://www.youtube.com/@Jos%C3%A9TotoyOfficial
Instagram: https://www.instagram.com/fao/
TikTok: https://www.tiktok.com/@fao
Facebook: https://www.facebook.com/UNFAO/
Where to watch the José Totoy animation in Spanish:
YouTube: https://www.youtube.com/@Jos%C3%A9TotoyEspanol/videos
Facebook: https://www.facebook.com/FAOenEspanol
FAO’s institutional children’s animation for World Food Day 2026:
https://www.youtube.com/watch?v=QRKz_Zb5PEA
FAO’s World Food Day 2026 promotional video, which will be shown at CONIC and on street furniture:
https://www.dropbox.com/scl/fi/8nn13wlj8raqgq0fpuh7e/30s_WFD_Spot_2026_PT_30fps_4428x864_v05.mp4? rlkey=o1fig6x2n4x77nmjdn6i89cp7&st=iiyvwxlk&e=3&dl=0
PRESS CONTACT
Bárbara Semerene – FAO Communications Coordinator in Brazil [email protected]