The campaign is designed to show that by investing in agriculture, donors can fight the food crisis and help poor families to feed themselves.
Whitewater has developed two creative executions "Fight hunger. Farm-Africa" and "This isn't a developing world. This is."
Donors will be recruited on a cash ask and provided with evidence of success before being asked to commit to a regular gift.
They can view videos of families farming effectively at .
It marks a new approach for the charity, which has based previous recruitment on the mass market proposition of £27 buys a goat, with Michael Palin as the figurehead.
Farm-Africa said that while recruitment was "highly successful" once donors had bought a goat they felt they had done their bit and didn't go on to support on a more regular basis.
Rachel Beckett, direct marketing manager at Farm-Africa, said: "People are increasingly aware that the long term solutions to hunger start with working with communities to build their own skills to feed themselves.
"This insert campaign recognises the public's understanding that Africa's farmers want to build their own futures not just be the recipients of aid."
Francesca Boardman, head of copy at Whitewater, said: "In this campaign, Farm-Africa is not afraid to confront the issues surrounding aid head on. They show that Africa's people are not passive helpless victims, but determined people who can feed their families with the right kind of help."
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