A “halving” goal has only slight political appeal, as it implicitly condemns the excluded half to a life on the fringes of society, exposed to illness and premature death. Brazil’s Zero Hunger strategy, by contrast, has shown that adopting the absolute goal of hunger eradication provides a powerful means of galvanizing government departments into large-scale coordinated action, and of mobilizing society in a truly national effort to end one of the greatest injustices of our time.